CMP Strengthens Its Brand
CMP uses webcasts to promote its magazine issues that generally have the greatest readership (and therefore highest advertising revenue), such as the InformationWeek 500, the magazine's annual ranking of the most innovative corporate users of information technology.
Way says publishers should not underestimate the project management involved around scheduling, promoting and organizing events—from beginning to end, it can take up to eight weeks. CMP places ads on its publications' Web sites, and lists the webcast schedules within its magazines and electronic newsletters.
To generate the largest possible audience for its webcast advertisers, the company does not charge for viewing and does not set a limit on attendance, Way says. Finding a match between the advertiser and audience is essential to getting repeat business from vendors for Webcasts. CMP uses detailed databases to target individuals who in the past have requested information about topics related to the webcast, Way says.
CMP's most successful webcasts can net an audience of a thousand or more, while several hundred participants is about the average, he says.
While size matters, Way suggests that delivering a smaller audience that responds well to a vendor's message addressing a specific technology niche can also lead to repeat business. Targeting the right audience is key, and publishers should be wary of abusing the privilege of obtaining data about individual's interests, according to Way.
CMP's webcasts are successful because the company has an attractive audience from its print magazines that it can regularly deliver to vendors. "The return on investment has been great because the return that we deliver for the audience is equally great," Way says.
CMP covers the cost of the webcasts hosted by its editors by offering "sponsored by" branding on all of the materials promoting the webcast, and in some cases, advertisers also get to present to the audience for the final five to seven minutes of the webcast.