Advertisement
 
Andy Kowl

B2B Beat

By Andy Kowl

About Andy

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

 

Publishers' Dojo

Linda Ruth
Women Weave the Web
Apr 8, 2014

World Pulse sees Women Weave the Web as an opportunity to help women transform the world by giving them access...



Publisher's Paradox

Andrew Davis
Publisher's Paradox: Leveraging Email to Inspire Action
Apr 7, 2014

Instead of sending your audience passive content, send your audience something they can take action on. If you read last...



Media Vent

Bob Sacks
It's Not All Good News for Magazine Publishers
Apr 1, 2014

Sometimes I just have to put the tequila aside and deliver a sobering report to the industry to offset some...



Industry Insiders

The Insiders
Publishers: Take a Lesson from the Louvre
Mar 21, 2014

Today, few premium publishers can compete with the rest of the Internet. But being the most trusted source of news and...



Pub Talk

Denis Wilson
February Issue of Publishing Executive Out Now
Feb 17, 2014

Last week another action-packed issue of Publishing Executive hit subscribers' inboxes. In case you missed it, check out the digital...



The Digital Market

Thea Selby
A Critique Of Yahoo's Digital Magazine Strategy
Jan 14, 2014

Small Business Trends writer Shawn Hessinger and I have a completely different view of the news that Yahoo was starting...



Profit from Publishing!

Thaddeus B. Kubis
Media Conference Exhibitors Should Go Deeper to Engage
Oct 9, 2013

It has been a few weeks since I attended (as the guest of the event organizer) the Publishing Business Conference...



The Crusade Against Advertising

1
 
Banner advertising is dead man walking. How do I know? I read that everywhere. Recent excerpts from leading commentators include “almost useless,” “days are numbered” and in Digiday last month, “hatred for the much-maligned banner has grown steadily.”

Sorry, but real estate is real estate. Your Web page is only so many pixels wide and long. Are we saying pictures and arresting graphics do not attract the eye? Does compelling copy not drive interest and action?

Show me all the metrics you’ve got why repeated viewing of advertising images does not work. I cannot be fooled because I’ve seen it work hundreds of times. I have become aware of certain marketing and technology companies because they advertise right here, for example, in Publishing Executive. I have definitely made it a point to find out more about some of them. Even if I don’t take that closer look, when I meet one of their sales reps at least I will have heard of her company. That is miles better than representing an unknown firm even though the value won’t fit on a spreadsheet.

The world of advertising technology seems hellbent on decimating advertising rates – and they have done a superb job of it, like bidding ads down as low as possible on exchanges (RTB). Now many advertisers will only pay if someone clicks on an ad (CPC), or fills out a form (CPL) or actually buys something (CPA). Especially for our B2C brethren, these are now the predominant forms of ads – i.e. publishers only get paid for a handful of the ads they run.

I keep hearing about “native ads.” Don’t know much about them because I’ve seen that term apply to more than one format. Some of it looks like we are being asked to cross the ad/edit divide. I hear it is a hot buzzword in venture capital circles, so I’m betting at the end of the day it means publishers will be expected to earn less again.

Call it what you want, if a marketer wants to plant their message on my page they are expected to pay for the privilege. If you accept that having a marketer’s product appear on your digital pages is of no intrinsic value, you may be right. That’s not true of anything I’ve ever published, though; and I bet many readers feel the same.

Companies Mentioned:

1

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: