CMP Strengthens Its Brand
An effective method for publications to build audience loyalty is to produce content in a consistent voice with which readers can readily identify. By exposing audiences to the voices (and faces) of the editorial staff through webcasts, and inspiring audience interaction, publishers add a dimension of familiarity that reinforces their branding and enhances their profile as a source of essential and timely information.
Since changing online broadcast partners, technology and health-care publisher CMP Media LLC has greatly increased the frequency of its webcasts, strengthening its bottom line and creating opportunities for advertisers to communicate with targeted audiences.
After Yahoo discontinued its third-party webcasting service in 2003, Manhasset, N.Y.-based CMP had to find a new technology partner. CMP searched for a company with sufficient resources to serve as the webcasting provider for its portfolio of magazines and Web sites, including marque magazines InformationWeek, Network Computing and CRN.
"We wanted someone who could scale with us and increase our knowledge" about the challenges and opportunities of webcasting, says Paul Way, CMP webcast associate publisher. CMP evaluated several providers and selected San Francisco-based ON24 for its expertise in audio and video production, and for its simplicity in delivering content to audiences.
ON24's webcasting platform does not require audience members to download any software or plug-ins. Audio and video are streamed through media players from RealNetworks and Microsoft, while text and images are shown through a PowerPoint application that is contained within a browser.
ON24, which also produces events for the U.S. Treasury Department and PennWell Corp., passed its live webcasting audition for CMP, and together the companies have grown CMP's annual webcast production to 300, tripling its output of 2002. The profitable webcasting business—which includes video, synchronized audio and PowerPoint presentations, as well as audio-only presentations—is one of CMP's two fastest-growing business segments, according to Way.