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Article: Virtual events come into their own: while not always a substitute for the real thing, virtual events are becoming ubiquitous for e-media capabilities and uber-targeted leads.(PUBLISHING TECHNOLOGY)(Nielsen Business Media Inc.)(Watt Publishing Co.)
- Article from:
- Folio: the Magazine for Magazine Management
- Article date:
- August 1, 2009
- Author:
CopyrightCOPYRIGHT 2009 Copyright by Media Central Inc., A PRIMEDIA Company. All rights reserved. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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THERE'S NO DOUBT that virtual events have their fair share of naysayers. Access Intelligence CEO Don Pazour once compared them to virtual sex.
But as the market begins to stabilize in what is now the new norm, no one is laughing as virtual events become go-to resources for publishers in every market. Vendors have ramped up social media offerings to meet clients' needs--InXpo, for example, was the first to fully integrate Twitter--while magazine publishers tweak show offerings to attract hyper-targeted attendee leads.
"A big area of improvement that I've seen on virtual platforms is the virtual lounge area," says Eric Biener, vice president of business ...