Martha Stewart teams with Gannett,
Media mogul to appear at the 2017 Food & Wine Experience
Lifestyle queen Martha Stewart may be coming to a city near you.
Gannett’s USA TODAY NETWORK is partnering with Stewart on a series of food events in an effort to increase circulation and build brand awareness of its properties across the U.S.
The 2017 Food & Wine Experience series is a culinary tour that will highlight regional food trends and local chefs and alcohol experts, complete with samples from area restaurants for attendees to try, seminars and kitchen displays. Stewart will headline four of them, including the inaugural event with the Detroit Free Press on Sept. 16. Legacy media companies are increasingly turning to hosting events as a way to earn money and grow their brands amid a transformation that finds readers going digital. Total newspaper revenue has fallen to an estimated $28.4 billion in 2017 from $33.3 billion in 2012, according to PricewaterhouseCoopers.
“It’s a great way not only to engage subscribers but also to bring in new audiences in a way that introduces our brand to them in a fun and unexpected way,” said Andy Yost, Gannett’s chief marketing officer. “Martha Stewart seemed to be a great fit for us in terms of her background in food and entertainment and afforded us the opportunity to really bring her aspirational brand into a partnership with us in these key markets.”
Like magazines, newspapers have begun to follow steps already taken by trade publishers and, increasingly, consumer magazine publishers by conducting their own consumer events. These live events can run multiple days, involve advertisers and consumers, and result in exciting exclusive content.
Examples include Vogue’s Fashion’s Night Out and Essence magazine’s Essence Festival, a series of concerts and seminars held in New Orleans annually that serves as the backdrop of the recently released film Girls Trip starring Queen Latifah and Jada Pinkett Smith.
“Media companies need new revenue models, given all the changes that have taken place in how consumers read publications and the way advertisers spend,” said Stacy Berns, president of Berns Communications Group, a New York-based public relations firm that specializes in events and corporate reputation.
The cost of admission for the USA TODAY NETWORK’s 2017 Food & Wine Experience varies based on the type of package and location. For example, Detroit’s ticket prices range from $90, with $10 off for subscribers, to $120 for a VIP ticket. Yost said he expects 2,000 to 3,000 people to attend each event.
Stewart has used such events to connect with fans and build her brand, which spans television, magazines, household products and even meal kits.
“People will do that. They’ll pay to meet someone they like and learn from,” said Stewart, an Emmy Award-winning television show host, entrepreneur and best-selling author. “They take away a tremendous amount of information It’s first-hand. It’s live. It’s like going to the theater. It’s a pleasant experience.”
Stewart will be on hand for three other tour stops: the Ventu
ra County (California) Star Food & Wine Experience on Oct. 1; the azcentral.com Food & Wine Experience in Scottsdale, Ariz., on Nov. 4; and at Martha Stewart’s Food & Wine Experience presented by the USA TODAY NETWORK in Las Vegas on Dec. 2.
USA TODAY NETWORK Food & Wine Experiences will also take place in Lansing, Mich.; Rochester, N.Y..; Indianapolis; Louisville; Green Bay, Wis.; Milwaukee; and the Paradise Coast of Southwest Florida.