B2B Beat

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

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…

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 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 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…

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…

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…

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