Andy Kowl

Andy Kowl

Andy Kowl is a journalist and entrepreneurial publisher with more than 30 years developing, marketing andgrowing 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 more than 600 B2B publications. He helps publishers increasereader engagement and response by integrating behavioral data with contextual content, and shows them direct ways to monetize the results. Andy’s background in B2B includes publishing, editing and/or owning magazines and informationproducts covering specialty retail, horse breeding, real estate, credit unions, Wall Street compliance and wireless technology. He organized dozens of publishers to form the ‘B2B Audience Network,’ now part of ePublishing, to fill excess ad inventory.

www.ePublishing.com

akowl@ePublishing.com

Could the B2B Media Exchange Be One Answer to Ad Fraud?

Did you read Bo Sacks’ recent post on grappling with ad fraud? If you deal with programmatic advertising in any way, what do you think of Bo’s conclusion: “Maybe this whole conversation falls into an arena of total incompetence on an industrial scale. How else does an industry brag that we are down to only…

Yes, There Are Platforms That Actually Pay for Publishers’ Content

There has been a lot of talk lately in the publishing industry about platforms. Should we share our content on LinkedIn, Facebook, or even Snapchat? Does this help us? Will we make any money? According to a Publishing Executive survey, 11% of respondents believe that platforms will provide a new revenue stream to their businesses,…

Will Trump’s War on the Press Include B2B Media?

In Catch-22, one of the great American novels, main character Yossarian told everyone in alarm, “They’re trying to kill me!” He was referring to the fact the Germans kept bombing his USAF base in Italy during World War II. To calm him down, his fellow Air Force officers respond, “But Yossarian, they’re trying to kill…

7½ Must-Consider Tips for B2B Publishers’ Ecommerce Business

I have heard more than one business information publisher define their digital sales as collecting money online. In other words, the fact readers were paying for renewals online as opposed to receiving checks in the mail was enough to be counted as a digital sale. To me, that is simply digital caging. Subscriptions and renewals…

Lessons from BIMS 2016: Acquisitions, AI on the Rise

B2B Media Value Rising, Disruption on Horizon It is becoming a year-end ritual, the gathering of some of the largest B2B media companies at The Business Information & Media Summit (BIMS). Many C-level execs, heavy on CEOs, along with technology thought leaders, share ideas, successes, and cocktails on the beach. BIMS, now in its third…

B2B Publishers Find Success Selling Human Expertise

In a recent political debate with a friend, I claimed that I talk daily with leading experts across a wide range of industries. Who? Publishers of B2B media. Coincidentally yet unrelated, someone asked me how many B2B publishers are truly experts about their markets. I thought a moment. “All of them?” I said tentatively, realizing…

Why Publishers Need a Digital Liaison for Selling Online Advertising

There are near universal advertising sales hurdles as business information providers morph from publishers to media companies. There are famous examples of companies like Penton, Source Media, Randall-Reilly and others who have already gone through this. One constant in those flagship stories is the need to change company culture, often requiring significant turnover in the…

The State of LinkedIn’s B2B Media Plans

“The effectiveness of display ads is one-tenth of the effectiveness of native and sponsored content,” says Russell Glass, who founded Bizo in 2008. Glass has been at the forefront of this transformation as the former king of B2B banner ads. “Engagement rates for sponsored content are greater than half a percent,” he adds, saying the…

The Internet of Things: B2B Publishing's Gold Rush

The Internet of Things can be one of those terms that cause you to glaze over. How much bandwidth can we be expected to dedicate to every gee-whiz idea we hear? Now might be time to pay attention. The Internet of Things is going to make some companies in B2B business information a lot of…

Tallying the Many Ways Publishers Earn Online Revenue

Meeting a publisher who makes almost no money online is still astoundingly easy to do. “Our readers prefer print” is always the response. I love print too, but waiting for next month’s edition is no longer how people consume news and information. This is not a zero-sum game. There is no reason to trade print…

Do Only Fools Limit the Data They Collect?

It was late, we’d just had dinner with half a dozen publishers, and I was talking over drinks with Brett Keirstead about data and B2B media. Sounds boring, I know; and with most people this topic would have been a waste of perfectly good after-hours time. “Are we being idiots?” we wondered. Keirstead is SVP…

It’s the Dawn of Adaptive Content in B2B Publishing

The following is Part 2 of Andy Kowl’s report on data-driven sales. He caught up with several B2B publishers at the Niche Digital Conference in September to discover how they are using audience data to drive revenue and sell new products. Here Kowl shares how ALM is utilizing “deep” data, not big data, to offer…

Data Trumps Ad Inventory At Randall-Reilly & ALM

What is the formula for B2B media success? “Use content to attract and qualify an audience you can reach anywhere,” advocates Prescott Shibles. He says reader data is more important to your business than ad inventory, and suggests there is no time to lose in figuring out how to use it as a growth engine.…

Championing Freedom of the Press In Light of Banned Books Week

Concerns about freedom of the press in B2B media in the U.S. revolve around whether we should be free of advertiser influence in the form of native advertising. That makes us pretty lucky. Imagine if you covered an industry in Russia, Egypt, or Venezuela. Criticizing a large company with government ties or reporting on a…

Content is Money

Most of the publishing world says Content is King. The publishers at SIPA say Content is Money.

The annual conference of the Specialized Information Publishers Association is a celebration of the value of content. Last week here in Washington at the Capital Hilton more than 250 publishing professionals came together, the majority of whom sell content far more than they do advertising. They sell reports, education and training, up-to-the-minute data, webinars, databases, market studies, site licenses, loose-leaf reference volumes, CEUs and even subscriptions.