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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

 

Media Vent

Bob Sacks
Like the Ad Industry, Publishing is Often a Load of Bull
Oct 14, 2014

My Goodness, Rance Crain wrote a terrific, important and timely article directed for the advertising world. And it is just as meaningful...



Industry Insiders

The Insiders
Streamlining Digital Ad Workflows: What Every CRO Should Know About Implementing an Order Management System
Oct 8, 2014

Over the past few years, publishers have seen their ad inventory grow exponentially with the explosion of digital and mobile...



Publishers' Dojo

Linda Ruth
Report from Distripress: Surprise to Survive
Oct 3, 2014

Print product needs to constantly surprise, innovate, disrupt, and delight, according to executives from publications around the world, speaking at...



The Digital Market

Thea Selby
Top 5 Mobile Trends for Publishers—It’s Good News, Folks
Jul 7, 2014

Mary Meeker of Kleiner Perkins Caufield & Byers is one of my s/heroes. In this day and age of branded...



Pub Talk

Denis Wilson
Facebook Co-Founder and New Republic Publisher Chris Hughes: Why Print is the ‘Crown Jewel’ of the Business
Jun 4, 2014

Last month I had the chance to attend the Adobe Digital Symposium in New York. Much of sessions focused on...



Publisher's Paradox

Andrew Davis
Publisher’s Paradox: Your Newsletter Subscribers Are Being Overfed
Apr 28, 2014

Charlie Magazine, based in Charleston, South Carolina, isn't asking its readers to subscribe to everything. Instead, Charlie is inviting readers...



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

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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:

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