How The New Yorker Festival Has Become a Magnet for Brands

Publisher Lisa Hughes talks live events, sponsorships

Since launching 15 years ago, The New Yorker Festival has become the biggest consumer-facing event for its parent company Condé Nast, not to mention one of the buzziest cultural events of the year, period. With speakers, performers and panelists, including Lena Dunham, Malcolm Gladwell, Neil Young and Edward Snowden (appearing via live video), this year’s program reads like a who’s-who of the arts, politics and everything in between. But The New Yorker Festival isn’t just about must-see programming. It’s also a major draw for advertisers looking to reach the magazine's well-read audience. We spoke with Lisa Hughes, The New Yorker’s vp, publisher, about standing out in a crowded events market and some of the brand integrations at this year's festival, which kicks off on Friday.