B2B Magazines and Webinars

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Permalink Reply by Keith Gregory on January 29, 2009 at 12:13am

Michael- good luck, and great topic.

To my thinking- there are two main types of webinars that I have seen publishers produce- advertising driven and editorially driven.

If you have a conference or events group, I think its natural to use them to manage and market them.

I think the critical element from the publishers stand pint is driving attendance. Usually, about half or less of registered attendees actually attend the live event.

Do get a good vendor- I worked for a publisher that cobbled a solution together for a live video event, and they had to deal with head aches and grief.

In terms of pricing, on sponsor driven events, I have seen rates anywhere from $12k to $40k.

Hope that helps some.

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Permalink Reply by Scott Sprowls on March 9, 2009 at 1:30pm

Hi Michiel,

I work for a global leading provider of webinar and virtual event solutions for the BtoB Publishing industry. We did over 5,000 online events last year for sponsorship.

Our most successful media partners are producing up to 700 events in a year using our platform. They have been able to charge in upwards of 30-40K when they do a fully custom webinar, i.e. editorially driven content as opposed to sponsor driven content.

We offer a Full Service or Self Service relationship. Our higher volume partners typically opt to license our platform and produce the webinars on their own, thereby increasing their margin per event.

However, to start, it's common to engage our webinar event managers to adhere to best practices and to get an understanding of what's involved. On average our B2B publishing partners will get over 200 live attendees to a webinar event, about 40% of the registrants. It's common to archive the webinar for on demand replay so you can continue to promote the webinar and drive registrants for your sponsor. Of course, content is king, if you choose a compelling and relevant topic, you can blow these numbers away.

Hope that helps.

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Permalink Reply by John Payne on March 24, 2009 at 12:24pm

Michiel . . . if you have an engaged readership and prominent market status you can and should move into webinars and virtual events immediately as these are high value opportunities for both your readers and advertisers as well. All that is needed is:

1- good vendors for both - it pays to use a quality vendor with a proven track record
2- a big e-mail list - e-mail marketing will deliver the majority of registration for these events
3- an inside project manager who can pull it all together - grow this staff as you grow your sales
4- an editorial/event team (especially for the virtual events as you will need to arrange speakers)

There are a variety of ways to sell Webinars but I would first focus on helping clients share their case studies and content before selling the custom editorial driven events. The virtual events are gaining credibility and work extremely well in some markets where the primary reader works at a desk.

Once you have a solution in place . . . sell, sell, sell. Scott is correct, the sky is the limit and the only thing that will hold you back is a solution that is too difficult to manage based on your core competencies.

John

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Permalink Reply by Adam Trull on September 15, 2009 at 4:09pm

Hi Michiel,

I hate to not directly answer your question, but I thought you might find this interesting. I attended a FOLIO webindar recently that discussed other tools that publishers are using to further embrace their audience. I attached the slides to the webinar. Just thought you might find it interesting. Scott McCafferty from Design World Magazine is really doing some really cool stuff.

Cheers,

Adam Trull
Quad/Graphics

Attachments:

• final.pdf, 2.1 MB

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Permalink Reply by Michiel Bom on October 14, 2009 at 7:04am

Hi Adam,

Thanks for sharing this one! It truly is inspiring.
regards,
Michiel

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