Won’t free audio discourage attendance and cannibalize registrations?
This is the question we’re asked more often than any other. The answer is No, and here are the reasons why: • Timed release. We typically publish the audio from events at the rate of one program per week. If an event includes 25 sessions, for example, it will be released over a six-month period. • Non-overlapping audiences. Cast yourself in the role of a prospective attendee. Can you imagine having enough interest to pay the registration fee and perhaps the travel and hotel expenses, but instead say, “You know, I could just wait to get the audio over the next six months.” It’s been our experience that the sets of people in each audience (attendees and listeners) have very little overlap. • We don’t publish everything. We typically only publish the single-track sessions of an event, not the overlapping breakouts. This increases the differentiation between the live-attendance and stay-at-home experiences. • Audio encourages future attendance.
