CNN Launches Events Division

CNN has a new events division, under the advertising sales department, that will put on panels, conferences and meetings on newsmaking and newsworthy subjects. The network’s reporters and anchors will serve as speakers and moderators.

The CNN Inspire Summit, the new division’s inaugural event, is next week and is sponsored by L’Oreal, The New York Times reports. It will salute women for achievements in fields like politics, medicine and philanthropy. A second CNN event, planned for next month, will focus on small business and will be sponsored by United Parcel Service.

CNN advertisers will sponsor the events and also be acknowledged on invitations. CNN executives say sponsors will have no control over the content of the events.

Nevertheless, the practice of inviting advertisers to take part in events produced by the news media raises some questions. Attendees, The NY Times writes, may wonder if advertisers influence who appears on a panel or the topic the panelists discuss. CNN says it decides on event subject matter before opening it to advertisers.

CNN did not name sponsorship costs but says they are sold as part of packages that marketers like L’Oreal and United Parcel are buying across CNN, including television, the Internet, news provided through cellphones and podcasts.