Webinars Remain Popular Among Audiences and Advertisers
Webinars continue to offer a real revenue opportunity for many publishers, despite sagging or stalled ad revenues across many other products. Daniel Roche, vice president of marketing for TalkPoint, a provider of webcasts and audio and video broadcasts to the publishing, media, financial, life sciences and meeting and events industries, spoke with Publishing Executive Inbox about the state of the webinar industry. Roche is in his 10th year with TalkPoint, which currently serves more than 50 publishing and media customers, including McGraw-Hill, Access Intelligence and Haymarket.
INBOX: In what ways are these customers using your products most these days—webinars? Are you doing virtual conferences at all?
DANIEL ROCHE: We are still seeing a focus on webinars. In publishing, it's still where the 'easy' money is. However, we are seeing some customers explore the virtual conference space, but it can still be a risky venture. We do offer virtual conferences through a partner relationship and our product can and has been integrated with most of the platforms on the market. In addition, we offer a more affordable, virtual lobby solution that gives users a more robust experience on the front end of their webinar, including multiple sponsor opportunities and document downloads in a more visual environment.
INBOX: Webinars have really seen their popularity grow among publishers and
advertisers/sponsors in the last few years. To what do you credit this shift?
ROCHE: I think the shift can be attributed to a few factors. The most notable have been the general state of the publishing market, the recession’s effect on budgets and the proven success of the model.
Publishing in general has been suffering and ad rates (print and online) have plummeted. The reality is that most publishers are actively pursuing new revenue streams. Webinars provide a genuine revenue opportunity with an attractive ROI that utilizes the publisher’s best assets—their lists and editorial content.