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.



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.

The first trade magazine I launched, Paraphernalia & Accessories Digest, served the headshop industry. I had cofounded High Times four years earlier, by then a resoundingly successful consumer magazine. The market the Digest covered included record stores and boutiques which sold lifestyle items like incense, blacklight posters, and underground comix in addition to their primary lines of goods. The main focus of my magazine for those retailers, and others more exclusively positioned as headshops, were rolling papers, pipes and other accoutrements which were used by people to consume recreational drugs, primarily marijuana.

An insidious term has started to be widely used these past couple of years. As publishers, we must stamp out the term "earned media" before it becomes chiseled in stone -- if we're not already too late -- because it devalues what we do. If you have seen it as a line item in marketing plans while advertisers explained they couldn't spend on your publication, you've been burned by earned.

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