Media doesn’t work if no one is paying attention. Forget about paywalls and CPMs, meters and bundles. The foundation underneath anything and everything we do in media is consumer attention. On the business side of media, it’s attention, really, that we’re selling. If our stuff is worth enough of the consumer’s attention, she might buy a subscription, make a donation, or buy a ticket. Advertisers, of course, are buying access to that same attention.

Pop-Up Magazine, the "live magazine" performed in large theaters in cities across the country, is a case study in immersive storytelling and its power to engage fans in a meaningful and lasting way. In this talk, Chas will highlight lessons he’s learned from running Pop-Up Magazine's brand studio, which brings a similar narrative approach and authentic sensibility to sponsored content.