New York magazine announced today the launch of an events division, New York Events, to produce consumer and trade show events in the New York market.

The goal is to attract new business and sponsorships from Fortune 500 companies, according to publisher Larry Burstein. Sona Hacherian, executive director of creative and marketing services, will oversee the new division. The company has hired a sponsorship sales director, Lanny Morris, who will report to Hacherian and Burstein.

The company’s hope is that event sponsors will also end up advertising in the magazine or on nymag.com.

Scheduled events include New York KidShop, a one-day shopping event focused on the children's marketplace slated for December 6, 2008; Taste of New York; Best Bets; and the New York by New York event series.

While the events division will provide a separate and distinct revenue stream from the advertising division, the company expects some event sponsors will also end up advertising in the magazine or on nymag.com [1].