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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

 

Publishers' Dojo

Linda Ruth
How to Look at Your 2014 Sales
Feb 23, 2015

So far I have spent 2015 deep in analyses of publishers' sales in 2014 and before. That probably puts me...



Media Vent

Bob Sacks
Why Print Magazines Are Not Necessarily Facing Armageddon
Feb 19, 2015

My optimism may be hard to understand with all the data that on the surface seems so damned negative. To...



Pub Talk

Denis Wilson
Resurgence of Vinyl Should Remind Publishers of Their Core Fans
Feb 3, 2015

Last week this article from The Media Briefing about the "resurgence" of vinyl circulated in our offices. Resurgence is in quotes there...



Industry Insiders

The Insiders
The Real Cost of Content Marketing
Dec 10, 2014

How do you respond to advertisers who want to blog more and advertise less? Do you discuss with them the...



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...



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...



Earned Media vs. Native Advertising: Smart Publishers Find a Path for Advertiser Content

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.  Read More >>

Private Equity Firms Taking Over B2B Media

Private Equity firms are now the dominant players in B2B publishing. They probably own less than half of all B2B media properties, but we've passed the tipping point.

M&A deal value in B2B media increased more than 600% from 2013 to 2014 -- from $452 million to $3.2 billion -- according to the Jordan Edmiston Group, an investment bank specializing in such deals. Not all of the money involved was from private equity (PE) firms, but that has been the driver.

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The Impact of LinkedIn Buying Bizo

If B2B publishing was a different industry, the prospect of LinkedIn buying Bizowould invite anti-trust scrutiny. Just think about what might happen in the world of consumer advertising if Facebook was buying AdSense. The regulators would be all over it. But with the possible exception of those of us in the business, we are looked at as a subset of the larger publishing and advertising business -- assuming anybody pays attention to us at all. Since the initial announcement of this sale I've...  Read More >>

How to Create Online Content Readers Will Pay For

Pity the poor consumer publishers getting millions of website visitors each month. The flipside of those universal topics generating huge traffic is content which can never be sold. Will anyone pay even a buck to read about Hillary Clinton's latest book signing or another article on Orange is the New Black?  Read More >>

ABM Conference Report: Data-Driven Lead-Gen A Priority for 2014

In a survey to be released this summer, Bizo will reveal 70% of the 400-plus B2B marketers polled are making new investments in marketing automation. "The main driver of new business is moving from the sales team to the marketing team," CEO Russ Glass told B2B publishers at the annual American Business Media conference in Phoenix last week.

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What Bloggers Can Teach B2B

Blogs were pronounced dead in Fast Company in December of 2012 and in New Republic in April of 2013. And just before the New Year, a Forbes article declared the blog dead once again.

But from what I'm seeing blogs are leading the way when it comes reader response and are worth learning from. Don't you get jealous when you read a blog and it has been tweeted 288 times, shared on LinkedIn 142 times, and so on? I do. Those sure are not numbers many B2B publishers see when it comes to their

...  Read More >>

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3 Website Mistakes You’re Probably Making

I have an informal list of more than 30 potential website red flags to look for that I'll be sharing at the SIPA conference. Here are three you should consider now.


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Beat Big Data with Deep Data

Big Data killed the value of unique B2C audiences before we called it Big Data. It's been years since someone selling cars has needed to advertise on a car enthusiast website to reach car buyers. Now auto ads follow car buyers around the internet like yellow-jackets at a barbeque.

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