Publishers were forced to cancel moneymaking events. Now they’re streaming them live.

New York (CNN Business)Fans of Bon Appétit’s Test Kitchen chefs were invited to the “Best Weekend Ever” event in New York City last fall. Over the course of four days, about 3,000 people ate with and learned from the Test Kitchen team and editors of the Condé Nast-owned food magazine. But in 2020, the pandemic has made such a gathering impossible. However last Friday, Bon Appétit decided to harness the power of its wildly popular YouTube channel by hosting its first-ever live event on the video platform. Test Kitchen editors mixed cocktails, cooked dinner and answered trivia questions. By employing YouTube’s donate button, Bon Appétit raised about $200,000 for Chef José Andrés’ nonprofit organization World Central Kitchen. And it was great for Bon Appétit’s bottom line: That evening alone Bon Appétit gained 850 new subscribers. By Sunday, the magazine amassed 2,800 new subscribers — its highest three-day total ever. “I honestly feel like we were able to pull off that show not despite the coronavirus but because of it,” Bon Appétit editor Adam Rapoport told CNN Business. “This entire two-month stretch has forced us to think in a more creative, innovative way.” Bon Appétit staffers hosted a two-hour live event… Read full this story

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