B2B Beat

Andy Kowl is a journalist and entrepreneurial publisher with more than 30 years developing, marketing and growing 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 hundreds B2B online publications. He helps publishers increase reader engagement and response by integrating behavioral data with contextual content, and shows them direct ways to monetize the results. Andy writes the B2B Beat blog for Publishing Executive magazine. His background in B2B includes publishing, editing and/or owning magazines and information products covering specialty retail, horse breeding, real estate, credit unions, Wall Street compliance and wireless technology. 

www.ePublishing.com

akowl@ePublishing.com

When I wrote about launching a paid newsletter recently, it was interesting, though unsurprising, that the idea came from an editor. Actually in this case it was a staffer who had moved from editorial to a business department, but clearly someone who still had the editorial eye. I made that transition early. As co-editor of…

There are countless free newsletters in B2B publishing, as well there should be. Newsletters do great things. They are the number one traffic builder for most niche verticals, since social media and search only go so far in bringing hydrocarbon experts or facility managers to your site repeatedly. Sending daily - or at least weekly…

I’ve worked on countless media kits. Every one of them talks about how well the publisher knows its audience. Big Data says they know your audience, too. They tell advertisers not to waste money paying a premium to reach buyers in your magazine or website, because their scary data analytics can pinpoint buyers even better.…

In part one of this series, I explored how new online forces are driving massive changes that will impact how B2B publishers sell and deliver online ads in 2018. From the rise of ad fraud, to Google’s “ad filtering,” and the European Union’s General Data Protection Regulation (GDPR), the world of online advertising is undergoing…

Check out Part 2 of this series to learn how publishers can adapt to changes in E.U. data regulations, Google ad filtering, and improve viewability. Are B2B publishers about to get slammed by internet forces beyond our control? If you follow the breadcrumbs of recent news reports and announcements, it looks like there is a…

Did you read Bo Sacks’ recent post on grappling with ad fraud? If you deal with programmatic advertising in any way, what do you think of Bo’s conclusion: “Maybe this whole conversation falls into an arena of total incompetence on an industrial scale. How else does an industry brag that we are down to only…

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