THE EDUCATOR BUSINESS MODEL

“Masterclasses started in 2010 to offer classroom-style sessions taught by an expert. These classes and workshops tend to have a higher price point than our Guardian Live events, because of the educational content provided. A masterclass could be three hours long, and over the course of one day, a weekend, or even running over six weeks.”

— Lyndal Reed, Head of Strategy and Development for the Guardian Live

The Educator business model might sound a lot like a subset of the Events business model. But it’s a horse of a different colour, wholly separate from the consumer-oriented festivals, awards dinners, travel excursions, bridal expositions, beach parties, and such that make up the bulk of media company events. Events with an educational focus are much more substantial and require a very different approach. For example, in 2010, the Guardian launched its Masterclass series. “We boast a diverse programme of courses across a variety of disciplines, including journalism, creative writing, photography and design, film and digital media, music and cultural appreciation, social media and data visualisation, business skills and wellbeing,” said Lyndal Reed, Head of Strategy and Development for the Guardian Live.

“[These are] classroom-style sessions taught by an expert. The classes and workshops tend to have a higher price point than our Guardian Live events, because of the educational content provided,” she said. “A masterclass could be three hours long, and over the course of one day, a weekend, or even running over six weeks.

“We now have a very diverse classes and workshops portfolio, covering topics from digital media, photography and copywriting, to self-improvement and even foraging!” she said. “As long as the subjects align with our key verticals – for example, arts and culture – we would consider it a good fit.”