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The Webinar Litmus Test

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By Andy Kowl

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There are two kinds of B2B publishers — those who charge for a webinar and those who don’t.

This crystallized for me around a table at the SIPA conference here in Washington last week, talking about List Building & Audience Development. Someone raised the idea of gathering names using a free webinar. The publishers shook their heads. “Free?” one said skeptically. “That will cannibalize my webinar sales.”

When’s the last time you charged for a webinar? Did you know some publishers routinely get $295 or $495 per seat for webinars? I doubt 5% of the scores of B2B publishers I’ve worked with for the past few years ask attendees to tender anything other than their registration data.

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Headshot of Andy Kowl

Andy Kowl

Andy Kowl is a journalist and entrepreneurial publisher with more than 30 years developing, marketing and growing publishing companies. He is senior vice president of publishing strategy for ePublishing Inc., the leading enterprise publishing system (EPS) provider which manages content, audience data, workflow, newsletters and e-commerce for hundreds B2B online publications. He helps publishers increase reader engagement and response by integrating behavioral data with contextual content, and shows them direct ways to monetize the results. Andy writes the B2B Beat blog for Publishing Executive magazine. His background in B2B includes publishing, editing and/or owning magazines and information products covering specialty retail, horse breeding, real estate, credit unions, Wall Street compliance and wireless technology. 

www.ePublishing.com

akowl@ePublishing.com

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