Come Together: Publishers Harness the Power of Community-Based Publishing
Bisnow quickly became a hub of its industry despite operating in a competitive sector. "At the end of the day the community is made up of humans and at some point in their day they usually take their tie off and let their hair down a bit," says Begelman. "You can appeal to that in your editorial and in your live events. If you can do that, I think you'll find that you will get a huge response, probably more so than you would from being formal."
Come Together at a Live Event
The publishers we spoke to for this article spoke of live events as the culmination of the community building process. The conversations occurring online-on Twitter and Instagram, forums and blogs-are continued in the real world, and the bonds that emerge are strengthened.
Runner's World's biggest gathering is the Runner's World Half Marathon. It's a festival-like race held in the magazine's backyard, Bethlehem, PA. Publisher Molly O'Keefe describes the race as a place where the magazine's content and the digital, communal atmosphere all collide. The race is the apex for the Runner's World brand and cements community bonds.
"We really showcase the brand in a way where the readers can interact with it," says O'Keefe, "Attendees get to meet their heroes, the runners to whom they look for great information and advice, we bring in great speakers, and we try to have the runners engaged with the brand the entire weekend."
Editors have a chance to meet and interact with their readers. Attendees can pose on a mock cover of the magazine. Runners can attend seminars and learn about the best running techniques. A proven success, the Half Marathon is on its third year, and in June Runner's World hopes to add a new racing event to its repertoire, the Heartbreak Hill Half Marathon and Festival.