The document discusses how face-to-face engagement between newsrooms and their audiences can generate revenue and build loyalty. It provides the example of GeekWire's events in Seattle that attracted 500 people and accounted for 40% of revenue and 20% profit. The author visited 20+ newsrooms and conducted over 100 interviews as part of research showing face-to-face engagement is an important strategy. While returns are not always quantifiable, events can produce revenue and audience goodwill if done authentically with a designated planner and by seeking sponsors.