The MACMA's White Paper Series

This new series is part of the MACMA's mission to service the community and all levels of audience development professionals by facilitating opportunities for education.

Episode 2: Virtual Events 

Our second episode of our White Paper Series sheds light on a topic we've all had to face throughout 2020: virtual events. Here's a quick look into what will be covered...

2020 will go down in history as the date trade shows, exhibitions, and in-person industry events changed forever. At least that is what industry experts are saying as the global pandemic that shuttered convention centers and made face-to-face interaction a high-risk engagement nears a full calendar year. Thousands of in-person events have been postponed, canceled, or moved to virtual venues. What is the future for trade shows, industry events, and congresses in 2021 and beyond?

This report examines the data, addresses key issues of virtual event management, and provides best practices for media and content marketing companies managing, exhibiting, selling, sponsoring, or attending events in 2021 and beyond. This new series is part of the MACMA's mission to serve the community and all levels of audience development professionals by facilitating opportunities for education. View the table of contents.

Members - Download the PDF

Non Members - Request Your Copy

 Episode 1: Podcasts for Media & Content Marketing

COVID-19 forced the MACMA to cancel is April 2020 event on podcasting. From that disappointment has come a new white paper series that kicks off with a look at podcasting. Here's a flavor...

Podcast popularity has exploded the past decade, with more than 1 million shows and 28 million episodes available in 2020.1 One in 4 U.S. adults engage in a podcast every week, and the typical user listens to six shows per week...What once was a complex and frustrating process pre-smartphone, is now a seamless, intuitive practice no more difficult than a Google search. Podcasts are readily accessible, personalized, experiential. Three out of four listeners say they want to “learn new things.” ...With minimal barriers to entry, third-party distribution, and new monetization opportunities, podcasting has evolved from kitschy side hustle to mainstream media.

This white paper outlines the current podcast landscape and provides recommendations for resourcing, production, marketing, and monetization. This new series is part of the MACMA's mission to serve the community and all levels of audience development professionals by facilitating opportunities for education. View the table of contents. 

Members - Download the PDF

Non Members - Request Your Copy