Magazine article Folio: the Magazine for Magazine Management

FAME Awards 2009: Honoring the Best in Magazine Events

Magazine article Folio: the Magazine for Magazine Management

FAME Awards 2009: Honoring the Best in Magazine Events

Article excerpt


The FAMEs (FOLIO: Awards for Magazine Events) recognize outstanding magazine event programs in 10 categories. Despite an economic downturn that is taking a toll on many publishers' events, the entries in this year's awards programs were some of the most innovative (and successful) that we've seen yet.

"Integrated" is a word that's bandied about far too much these days but the entries in the FAME Awards demonstrated a masterful grasp of leveraging events with print and online to create an experience that didn't just last a day but lived on through the course of the year, offering a richer experience for the target audience (as well as more opportunities for exposure for advertisers).

Featured on the following pages are the Gold, Silver and Bronze FAME winners, as well as the recipient of the Grand FAME Award, which recognizes the best all-around magazine event.

Category: 2009 Grand FAME Winner/Best Special Event Event Name: BUST Magazine Holiday Craftacular Gold Winner: BUST Magazine

Best Special Event Silver Winner: Glamour, Women of the Year Awards Best Special Event Bronze Winner: Masonry Construction, The Mason's Challenge Spec Mix Bricklayer 500

EVENT: This is not your grandmother's craft fair. Women's lifestyle magazine BUST wanted to further the prevalence of the "do-it-yourself" movement--of which it has always played a part--and held the BUST Holiday Craftacular in New York City as well as London and Los Angeles.


The subversion of traditional notions of crafting and handmade items has been at the very heart of what BUST does, while at the same time using these skills traditionally deemed as feminine and making them a valuable artist ic and marketable notion, rather than remaining simply as women's work. BUST elevates women and the craft movement by continually having these successful events encouraging and promoting the DIY movement.

Breaking It Down

While the event was open to both men and women, the primary intended target was 18-to 34-year-old women. In New York City, the BUST Holiday Craftacular was held at the Metropolitan Pavilion, a spacious and gorgeous venue a few blocks away from Union Square. The line to get in was very long, but moved quickly, and there were even people from all over the country who drove in for this one-day event. Admission was only $2 and there were goody bags for the first 500 attendees, which were reusable tote bags filled with fun treats (including a pair of socks, make up, coupons, buttons, and a free copy of BUST).

Once inside, attendees saw seemingly endless rows of creamy scented soaps, crisp hand-printed stationary, ultra soft hand-printed shirts, handmade and vintage jewelry in thousands of designs, and unique art prints. Humorist Amy Sedaris had her own booth and signed and sold her cookbook, "I Like You."

An exciting addition to this year's BUST Holiday Craftacular was the first ever Stylist's Closet, which was a one-off in which attendees could pay a small fee of $10 to enter a room full of designer clothing and accessories from advertisers and sponsors. Decorated as a walk-in closet with mirrors and curtains, each attendee could walk away with one item, which could retail anywhere from $40 to $300. The event increased excitement, aligning BUST with a new set of brands and customers.

"Our Craftacular events have been very successful for our brand, and the Holiday one is especially fun and draws in the largest crowd," says co-publisher Laurie Henzel. "The highlight for 2008 was the fact that we expanded to Los Angeles and London, and did very well in those markets. And it's always fun when celebrities come to sell their wares, or just to shop. People like Amy Sedaris, Miranda July, Stella Zotis, Chris Kattan and Tracy Feith all attended our Holiday Craftacular in 2008."

RESULTS: Attendance for this year's Craftacular was over 6,000 across the three venues, which not only meant increased profit for BUST but also brought in plenty of shoppers for the craft vendors. …

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