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Time magazine chief events officer Dan Macsai reveals the blueprint for soaring event revenue and the transformative power of combining editorial content with dynamic event production.
Miguel Neves
Dan Macsai is Time magazine’s newly appointed chief events officer. His background spans editorial capabilities and event expertise. In this candid interview, he explores the complex future of event planning from the perspective of a major media organization.
Under Macsai’s leadership, Time’s U.S. event revenue increased 70% year over year, and international event revenue grew 14%. He attributes this success to a bold post-pandemic decision-making approach and the company’s unique competitive advantages. “This is the first time that Time has really made a big bet on a major event,” Maxey said. He highlighted the huge synergy between editorial listings and event production. He added: “We have invested in our team. We are hosting more events than ever before because the market is ready.”
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Macsai’s journey from editor fascinated by the group of influential figures on Time’s 100 annual list to a powerhouse events evangelist demonstrates a passion for live experiences. He vividly recalls the pivotal moment when he first attended the TIME 100 Gala, when he realized that events were the key medium that revitalized journalism. “That’s when … I went from being a reporter and an editor to being a communicator,” Maxey recalled.
One of Macsai’s significant contributions was his innovative approach to event formats. One such format is the “Influence Dinner,” where guests share brief moments of inspiration in a manner similar to a wedding toast. This approach encourages inclusivity and community among attendees. “You get these really awesome bursts of inspiration and programming,” he explains, emphasizing the communal atmosphere of these gatherings.
Promoting Event Professionals
Macsai understands the importance of aligning activities with business goals and developing an effective business plan.Not surprisingly, his advice to other planners is straightforward: “Find whatever they think [executives] Then finding a narrative that helps show how doing more of the activity you want to do will help them achieve that goal more often. “
Looking to the future, Macsai is interested in the potential of hybrid activities and artificial intelligence. He believes these trends will have a significant impact on Time magazine’s future activities.
Despite the success, Maxey acknowledged the continued pressure on the region. “It’s not a success until it’s over,” he quipped, emphasizing the importance of focusing on controllable factors to reduce stress. His approach to dealing with the unpredictability of events lies in careful preparation and a willingness to learn from immediate challenges.
Macsai’s vision for the future includes expanding TIME’s activities globally and making it easier for the masses to participate. “I think we’ve only scratched the surface of what we can do. There are a lot of cities and regions that we haven’t launched as a global brand. There are a lot of types of events that we haven’t been able to do. Again, I’m excited about the future.”
A hopeful evolution
Macsai’s promotion to chief events officer signals a growing recognition in the corporate world of the strategic importance of events. He believes all smart companies will create similar roles. “If you take events seriously and understand the value they bring, you will have a chief events officer,” he says.
When it comes to considering events as an integral part of your business strategy, the insights of thought leaders like Macsai are invaluable. His experience highlights the critical role events play in fostering connections beyond the limitations of traditional media platforms. Macsai’s blend of editorial sensibility and experiential innovation set a bold precedent for the industry.
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