CMP Strengthens Its Brand
For publishers with magazines that have somewhat overlapping audiences, webcasts can be used to effectively cross-promote products. Editors from multiple CMP publications sometimes participate in joint webcasts, providing additional exposure that can increase subscriptions.
To get the maximum return on its webcast investments and deliver
the largest possible audience to advertisers, CMP set up the Web site
NetSeminar.com to display upcoming events and host archives of webcasts for up to five months.
Video and Radio Gaga
CMP has not set any specific goals for further expanding its webcasting program, but based on its success with ON24, the company is increasing its use of on-demand audio and video programming. CMP publications EETimes, InformationWeek and Computer Reseller News are producing additional video news programs. "The trickle-down benefit (of gaining Webcasting expertise) allows you to invest in new ways of delivering information," says Way.
Earlier this year, CMP designated an anchor for its growing news webcasts broadcast through the TechWeb.com Web site, naming InformationWeek veteran John Soat to the position. To address its readers who like to listen to technology news from portable music players, Computer Reseller News recently launched a "Podcast" biweekly news program. Editors will review products and provide insight into current market events with the 15- to 30-minute content.
Way says producing live and on-demand webcasts has increased audience perception that CMP is an essential media company that they can rely on for insight. "Webcasting is necessary as a delivery mechanism for creating a relationship with the audience, and the benefits are not just for the balance sheet."