Program for the second screen; attendees are already on their phones.
principle — attributed to Chris & Jill Drury
Years before the practice was common, the Drurys argued that events should program for the second screen. Clients pushed back. They wanted attendees looking at the stage, not at their phones. The Drurys' video evidence (lights from devices visible across the back of any arena) settled the argument. The audience was already on its phones. The question was whether the event captured those minds or competed with them. Programming content that works on the device alongside the stage produces engagement neither alone could deliver. Refusing to program for the device cedes that attention to whatever else is on the phone.
For corporate event teams, conference programmers, and venue producers still designing as though phones are the enemy. The principle is most useful as an argument for content investment that meets attendees where their attention already is.
second-screen, phones, engagement, content-for-devices