Taking readers beyond the page and into a physical space—and earning additional revenue—is very popular these days, as shown most recently by last week's Essence conference and the news that The Wall Street Journal is adding more conferences to its roster. To that trend, add More magazine's first-ever conference for its readers, the Reinvention Convention held on Tuesday at Pier Sixty.
Discussion of a conference began about two years ago, said More marketing director Julie Mahoney. "Our readers are so engaged with the magazine—we've gotten a huge reader response to the model search and the marathon," she said, referring to two of More's signature events. The theme for the inaugural conference was easy: Reinvention is a huge topic for the magazine.
Perhaps the biggest surprise of the day was sponsor Harley Davidson. The motorcycle maker has been trying to attract women for several years, and in talking with the magazine about an ad buy decided to sign on to the conference, where attendees could pose atop a 1200 Sportster or try on Harley clothing and accessories. In addition, the centerpieces at the luncheon were in Harley colors—orange roses set in black rocks.The venue was chosen for its upscale feel, Mahoney said, which matches the magazine's demographic. The focus of the conference was on all aspects of a woman's life, from money to looks to health. Speakers included the Today show's Ann Curry, financial expert Jean Chatzky, and makeup guru Bobbi Brown. The conference, which attracted 400 attendees, started at 7 a.m. to make for as full a program as possible. Because of the early start time, the magazine booked the space for two days and completed the load-in and setup the day before, said Alyssa Coulson, More's director of events.
Other sponsors included Wachovia and lubricant maker Vibrel, which offered manicures and eyebrow threading. Bobbi Brown Cosmetics had several stations set up for makeovers.
Discussion of a conference began about two years ago, said More marketing director Julie Mahoney. "Our readers are so engaged with the magazine—we've gotten a huge reader response to the model search and the marathon," she said, referring to two of More's signature events. The theme for the inaugural conference was easy: Reinvention is a huge topic for the magazine.
Perhaps the biggest surprise of the day was sponsor Harley Davidson. The motorcycle maker has been trying to attract women for several years, and in talking with the magazine about an ad buy decided to sign on to the conference, where attendees could pose atop a 1200 Sportster or try on Harley clothing and accessories. In addition, the centerpieces at the luncheon were in Harley colors—orange roses set in black rocks.The venue was chosen for its upscale feel, Mahoney said, which matches the magazine's demographic. The focus of the conference was on all aspects of a woman's life, from money to looks to health. Speakers included the Today show's Ann Curry, financial expert Jean Chatzky, and makeup guru Bobbi Brown. The conference, which attracted 400 attendees, started at 7 a.m. to make for as full a program as possible. Because of the early start time, the magazine booked the space for two days and completed the load-in and setup the day before, said Alyssa Coulson, More's director of events.
Other sponsors included Wachovia and lubricant maker Vibrel, which offered manicures and eyebrow threading. Bobbi Brown Cosmetics had several stations set up for makeovers.
The upscale venue reflected the magazine's intended demographic.
Photo: Alison Whittington for BizBash
Organizers said the upscale venue reflected the magazine's demographics.
Photo: Alison Whittington for BizBash
Attendees could pose for a photo on a Harley Davidson.
Photo: Alison Whittington for BizBash
Flowers for the lunch, sponsored by Harley Davidson, echoed the motorcycle brand's colors.
Photo: Alison Whittington for BizBash
Sponsor Vibrel offered attendees manicures and eyebrow threading.
Photo: Alison Whittington for BizBash
Care International, More's official charity partner, sold crafts and jewelry made by women in developing countries.
Photo: Alison Whittington for BizBash
