Mark Ramsey “Christian Radio Needs to Grow Live Events”

So here’s the headline from the Hollywood publication The Wrap:

Well, why do publishers need live events strategies to thrive and what in the world does that have to do with Christian radio?

As The Wrap writes:

Live events used to be an extension of the media business. At Time, events and the digital revenue around them have become a critical lifeline at a time when publishers are facing existential crises on a regular basis.

So the answer is in the numbers. Check this:

Events and related digital revenue are projected to account for half of Time’s total revenue in 2026, up from 28% in 2023, the company confirmed to TheWrap. Time expects to hold 47 events this year, up from 11 in 2022.

Axios is scaling up, too. Axios Live revenue is up more than 30% so far in 2026, the company told TheWrap. It held 160 events in 2025 and has produced 106 so far this year. Chief Revenue Officer Jacquelyn Cameron described live as the fastest-growing part of Axios’ portfolio.

So while Google Search pageviews tumble and AI-generated answers substitute for visiting site pages directly, the strategy shifts away from depending on someone clicking through a Google link or scrolling past an ad.

Instead, they’re shifting toward live events which give these media companies (and that’s what you are, too) a way to build direct relationships with the audiences they already have, give them more of what they want from the media brand, create new content that travels beyond the room, and open new sponsorship opportunities.

“The event isn’t the product,” says Time Chief Strategy Officer Dan Macsai, “it’s where the community comes together.”

Advertisers are awakening to the value of these events, too. “Publishers aren’t just providing a venue — they’re bringing a media engine that extends the conversation before, during and after the event,” said Chris Weil, founder and co-CEO of Horizon Sports & Experiences.

The challenges of media brands with specific audiences (like Time’s and like yours) are that its harder to attract audiences so these brands are responding by doubling-down on their fans and new products and services to meet the needs of those fans.

In Christian language, that means offering more faith-related products and services in more places and at live events in the real world to more people more often such that those who attend and those who underwrite pay for the privilege.

Do you do this?

Do you do enough of it to replace the shrinking number of donors you have?

If other media companies are expanding their product lines to provide more value for more members of their audience, then why shouldn’t you?

Ask yourself what kinds of local and live events you can create, sustain and expand via fans and underwriters that will make a meaningful addition to your financial support while also enhancing the mission of your ministry.

I submit this to you: It’s not optional. It’s the future. It’s required.

Axios has hosted more than 100 such events so far this year alone.

What about you?

Mark Ramsey Media does audience research for Christian Media – Perceptual research, digital studies, donor studies, underwriter impact studies, music studies, etc. Learn more here. Call Mark at 858-414-4191 or email markramsey@mac.com.

And if you want a strategy to solicit major donors to pay for your research, look here and download this Listener Impact Study solicitation for donors from WAKW-FM.

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