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PODCAST

Something I Learned Yesterday

In these short, week-daily videos, Greg Krehbiel discusses the business of publishing, filtering the latest trends, developments, and news, through his decades-long experience in the publishing business. It mostly addresses the intersection of publishing, technology, and customer data, although it"s mostly whatever catches Greg"s interest that day. Greg Krehbiel is a long-time professional in B2B and B2C publishing, and brings his unique perspective on technology and customer data issues to the

business marketing

All Episodes

00:04:27

8 tips to get more paid digital subs

Something I Learned Yesterday ·

2023/09/11

Subscription money is better than ad money Carolyn Morgan just published a great article on “Best practice in registration, metering and digital subs.” I’ll summarize her main points along with my commentary. She starts with the assertion that the free to air display ad-funded model is starting to unravel. It seems to me this has been a long, slow process, but perhaps we have reached an inflection point where more and more people realize that the ad-supported model isn’t so great. In any event,

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00:03:47

How to be your own fact checker

Something I Learned Yesterday ·

2023/09/08

Everybody’s a dumbass sometimes. That’s why we need fact checkers. But not everyone can afford a fact checker, so what do you do? Many years ago I was studying to be a pastor. As a consequence, I know more than a little bit about the Bible and related topics. That’s way in the rear-view mirror of my life, but from time to time I like to see what the boys are up to, so yesterday I listened to a podcast interview of a priest explaining various reasons why people should believe. He made some very

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00:04:06

What will AI kill first, publishers or platforms?

Something I Learned Yesterday ·

2023/09/07

Once we all have AI agents, why will we need platforms? In today's podcast I look through the futurescope to see how personalized AI agents will affect both publishers and platforms (like X, LinkedIn, Facebook, etc.). I’ve been saying for a while that AI will be very bad for publishers, because why would you go to a website to find an answer when AI can simply give you the answer without all the fuss? A publishing optimist would rightly point out that there’s more to a content website than

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00:04:29

Can user-centric design save content-based websites?

Something I Learned Yesterday ·

2023/09/06

Today, some speculation on how to stay a step ahead of AI Three ideas were crashing and melding and reforming in my brain the other day. Gall’s Law. Planned cities. And Esperanto. Remember Gall’s Law? I mentioned it a while back. It’s the idea that complex systems can’t be designed from scratch. They have to evolve from simpler systems that work in the real world. Brasilia is an example of a planned city. A few geniuses decided how they thought a city should be, but it turned out people didn’t

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00:03:03

AI will make mincemeat of content-based websites

Something I Learned Yesterday ·

2023/09/05

Here’s the bleak future of publishing. Google, openAI, Bing – all those creepy, crawly things – have bots slurping up your content right this minute. They’re using your content to train their AI so they can replace you. In just a little while from now, people won’t have to come to your website much at all. They’ll ask AI a question, and they’ll get their answer. Maybe that’s inevitable. Maybe there’s no way to stop that train. But there’s no reason to lay down on the tracks. Resist. The New

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00:04:11

A copyright issue to keep an eye on

Something I Learned Yesterday ·

2023/09/05

You used to buy Microsoft Office. Now you have to subscribe to it. Allegedly that’s so you can get updates, but we all know that’s not the reason. Like so many other companies, software companies want to get in the subscription business because it’s a good business. Recurring revenue is great. Don’t sell razors, sell razor blades. Even refrigerators have a subscription component these days, with replaceable water filters. The one-time sale is out of fashion. Along those lines, there’s something

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00:02:45

4 tips for your email sign-up form

Something I Learned Yesterday ·

2023/08/31

Avoid these all-too-common mistakes with your e-newsletter sign-up Email is becoming more and more important to publishing companies as search traffic gets scarcer. And I predict it’s only going to get worse. Also, email is your own thing. You own it. You’re not dependent on any platforms – and that’s the right place to be. You don’t want to be at the mercy of somebody else’s algorithms if you can avoid it. So let’s talk about your e-newsletter sign-up form. Make it pop Does your sign-up

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00:03:59

Is email the future of local news?

Something I Learned Yesterday ·

2023/08/30

Bo Sacks picked an article for distribution by Jim Edwards called “Why the future of digital-only local news maybe small, focused and based on email.” The reality is that not that many people care about what we call “news.” This has always been the case. When people bought print newspapers, they weren’t necessarily reading all the political stuff, and what journalism advocates say is “essential to save democracy” and all that breathless, self-congratulatory banter. They were reading the sports

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00:05:15

Lessons from doing 100 daily podcasts

Something I Learned Yesterday ·

2023/08/29

On my whiteboard I have a list of six things publishers can do with their content. Update me Educate me Keep me on trend Give me perspective Divert me Inspire me I don’t focus on those last two, but I try to do the other four. But it’s not always easy to do one or more of those things every day. Here’s the scenario – I’m finishing dinner and I realize I don’t have a topic for tomorrow’s podcast. Yikes. What do I do? Then I realize, “of course I have a topic.” I’m a

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00:03:49

Deterministic v probabilistic matching in a customer...

Something I Learned Yesterday ·

2023/08/28

“Deterministic” is a bit of an exaggeration If you’re learning about or investigating CDPs you’ll often run into the question of deterministic vs. probabilistic matching. That has to do with the rules you use to merge profiles. So first let’s address that issue. Why are you merging profiles at all? What’s the point? One of the purposes of a CDP is to take data from multiple sources and merge those records into a single customer record. That is, one place where you have all the information on your

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00:04:19

Apply these two frameworks to fine-tune...

Something I Learned Yesterday ·

2023/08/28

In today's podcast I show how to use the person and device frameworks to fine-tune "personalization" use cases in a customer data platform.

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00:03:29

2 frameworks for CDP use cases

Something I Learned Yesterday ·

2023/08/24

Today is the first of a multi-part series based on a presentation I did at the Martech conference. When you’re building out a customer data platform you need to focus on your use cases, and in order to build successful use cases you should examine them from two different perspectives: first, from the data you collect from devices, and second, from the perspective of your customers as human beings. I call these two the device framework and the person framework. To understand this, let’s back up to

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00:03:19

Should you purge unresponsive emails from your list?

Something I Learned Yesterday ·

2023/08/23

A while ago I got an email to this general effect: “we notice you haven’t been responding. We won’t email you as often from now on.” Is that the right thing to do? I’ve seen other efforts like this that give you a chance to re-engage before the sender takes you off their list. The reasoning behind such a campaign is the sender risks a negative impact on sender score by continuing to email unresponsive addresses. Some of them might even end up as spam traps. I started a conversation on LinkedIn

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00:04:15

Consider text to speech for your content

Something I Learned Yesterday ·

2023/08/22

Publishers should consider text-to-speech to open up new ways to reach their subscribers. What does “content” mean in a world of text, graphics, audio, video, and even virtual reality – with many variations on each of those themes? The question reminds me of a talk I gave years ago in which I was trying to explain the American magazine market to some Chinese businessmen. They thought it should be a simple matter to take a print magazine and turn it into a digital magazine. I said they were right,

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00:04:33

The power of "no" in project management

Something I Learned Yesterday ·

2023/08/21

Today I want to talk about the allure of yes, the illusion of yes, the discipline of no, the need for standards, a useful compromise, and why you need a no man. The allure of “yes.” “Yes” is the pleasure of possibility. It can be exhilarating. It opens up new opportunities. People who say yes are regarded as “team players,” which looks good on a review. People like to hear yes, because it affirms them. Yes counteracts the fear of missing out. When you say yes you put yourself in a

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00:03:28

4 things publishers need to do now about AI

Something I Learned Yesterday ·

2023/08/17

Have you ever seen a futuristic movie or TV show where a character asks a computer a question, and the computer replies “here’s a list of articles to read”? Of course you haven’t, because while the search engine results page (SERP) was a wonderful improvement on directories and link farms and such, it’s obviously a transitional thing. It was a step towards what we now have the ability to do, with large language models, which is to answer the question. But in order to answer all these questions,

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00:06:37

Analytics tips from a data pro

Something I Learned Yesterday ·

2023/08/16

Here's a partial transcript of an interview with Michelle Drewek of Lessiter Media. [Michelle] Thank you for having me, Greg. [Greg] You looked at what I had to say about “data without customer feedback,” and you had three very interesting observations. The first had to do with average session duration. Can you unpack that a bit? [Michelle] So when I came more into the data role within my position here, I was looking at some of the legacy stats that our upper management team is looking at. And

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00:03:11

Lessons from Threads about the MVP concept

Something I Learned Yesterday ·

2023/08/15

Don’t go against an entrenched business with a half-done product Welcome to my daily podcast, where I pick at least one insight from the word of publishing and try to explain it in about three minutes. Generally speaking, social media for me means LinkedIn. I don’t really care about X, or Instagram, or – heaven forbid – Tik Tok. But I like to skim whatever Bo Sacks thinks is interesting, and he circulated “Starting to unravel: Why Threads has struggled to keep up its early momentum” by Pierre de

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00:04:38

Peter Houston's 9 lessons from creating a print indie...

Something I Learned Yesterday ·

2023/08/14

Print is far from dead, and these nine lessons are worth your consideration Today I will review and comment on Peter Houston’s article, “Nine things we learned making an indie print magazine,” which I received from Bo Sacks last week. Know your motivations Don’t go into it for the money, he says, but if laughs and learning are a priority, proceed. The Grub Street Journal is a B2B magazine for people who make magazines. Peter also wanted to make it a magazine he enjoys reading. Print media

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00:06:45

Lessons learned from creating The Krehbiel Letter

Something I Learned Yesterday ·

2023/08/11

GENERAL LESSONS ABOUT CONTENT MARKETING --How to come up with material *Always be listening.* There are lessons all around us. Keep your subject matter in mind and listen for things that relate. * Use what you see and hear. * For me, this mostly means … * Bo Sacks articles * LinkedIn * Podcasts * Guild discussions * Industry meetings (Magic, Bold Minds) * Conference agendas * Webinars * Industry events *Use what you learn in your work.* Listen to what your clients, customers, and

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