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 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…

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…

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…

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…

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