Wisevoter
U.S.

Media Outlets Drive Growth With In-Person Events

The Atlantic and MS NOW are launching live events to strengthen audience loyalty and boost membership signups.

Updated on Oct. 15, 2026 in Health and Wellness

Bold vector editorial illustration showing a theater stage spotlight directed at empty seating, representing the shift toward in-person media events.
Media companies including The Atlantic and MS NOW are increasingly investing in in-person community events to drive subscription growth and audience engagement. AI Illustration. Upload story photo >

Live Poll

Do you feel more connected to news outlets that host local, in-person events?

Major media organizations are increasingly turning to in-person community events as a strategy to build audience trust and drive subscriptions. Both The Atlantic and MS NOW are utilizing these high-touch experiences to engage viewers beyond digital and linear platforms.

Why it matters

Declining search traffic and a saturated subscription market are pushing media firms to prioritize direct engagement. By moving beyond simple reach, companies aim to cultivate deeper loyalty and secure long-term revenue through live experiences.

MS NOW reported that their television viewers watch an average of nine hours per week, while a single event in Maryland yielded 500 new memberships. These figures follow an analysis of 18,000 audience survey responses used to identify growth.

The players

The Atlantic

The Atlantic is a prominent American magazine and multi-platform publisher that provides commentary and reporting on politics, culture, and science.

MS NOW

MS NOW is a media organization that produces television and digital content and has recently begun focusing on in-person community events to expand its subscriber base.

The details

The Atlantic is currently hosting three events across Texas, part of a larger initiative to visit every U.S. state by 2028. Meanwhile, MS NOW successfully drew 5,000 attendees to an Arlington event, utilizing survey data to refine their approach to physical outreach.

Timeline

  1. MS NOW held an event in Arlington during September 2026.

  2. The Atlantic is currently hosting three events across Texas in October 2026.

  3. MS NOW will host an event lounge at Crooked Con in Washington, D.C., on Nov. 7, 2026.

  4. The Atlantic aims to complete its 50-state tour by the end of 2028.

Industry Dynamics

Media companies are pivoting away from the era of search-driven audience growth, which has become increasingly unstable and saturated. This move to in-person events represents a strategic shift toward building direct, high-trust relationships with consumers.

Consumers can expect more opportunities to participate in live-streamed or in-person sessions that previously were only accessible via screens. These events often provide exclusive content or networking opportunities, allowing attendees to engage directly with the personalities and content they follow.

The takeaway

Media brands are betting that physical presence is the key to surviving a crowded digital landscape. Readers should look for local events hosted by their favorite content providers as a way to gain more direct access and value from their media subscriptions.

What happens next

MS NOW is scheduled to host an event lounge at Crooked Con in Washington, D.C., on Nov. 7, 2026.

Further reading

For more on how organizations are evolving their outreach, visit the Health and Wellness section.

Source note: This article includes information reported by Axios.

Live Poll

Do you feel more connected to news outlets that host local, in-person events?