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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

00:04:13

Media rules that persist despite transition and...

Something I Learned Yesterday ·

2023/08/10

A subscriber to The Krehbiel Letter told me that one thing he gets from my content is an emphasis on what stays the same during a time of radical transformation. He works in change management, and that's one of the issues people face when the world is changing all around them – that is, what can and should change, and what can and should stay the same? It reminds me of an exercise I used to put my kids through where I'd present a dilemma and ask them if it was a moral question or a

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00:04:05

"Gamification" needs to take a back seat to customer...

Something I Learned Yesterday ·

2023/08/09

“Gamification” is a decent tactic, but it fails to meet customer objectives in both customer engagement and customer success. Companies need to emphasize their customers’ priorities and real needs. This episode illustrates the problem using the example of a Grammarly email. I appreciate the Grammarly plugin. I’m a decent writer, but everybody can use a tip now and again. But there’s one thing about Grammarly I don’t like. Their little green doohickey keeps putting itself right where I want to put

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00:03:29

Could email displace websites for content delivery?

Something I Learned Yesterday ·

2023/08/08

Do publishers even need a website? Is email the better method for content delivery? I was reading an article about how La langue francaise increased their registered users by 450%, and half-way through I thought, “so why do they need a website?” La langue francaise wanted to encourage readers to create a free account as part of the journey towards becoming a paying subscriber. They looked to The New York Times and to Semafor for inspiration. On Semafor, you can read a little of an article, and

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00:03:06

The use and abuse of buzzwords

Something I Learned Yesterday ·

2023/08/07

Find another way to say these words and phrases if you can: FOMO. Engagement. Low-hanging fruit. Content is king. Deep dive. Synergy. Disruptive. Pivot. Innovation. Share of voice. Brand equity. Awareness. Storytelling. Are you sick of hearing those words and phrases? Probably. Most of us are. I'm going to argue that buzzwords are simultaneously annoying and necessary. They're annoying because people often string them together in meaningless eruptions of jargon. It sounds impressive (I

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00:03:02

Create a custom print newsletter for your key prospects

Something I Learned Yesterday ·

2023/08/04

Your client’s email boxes are full, but their mailboxes are empty As print publications continue to lose market share to digital, some publishers are adopting the idea of print as a luxury product. Think of all the ways a print publication can differentiate itself from digital. It can be sensuous. Or, in any event, have more sensory impact. The paper can be heavy and glossy. It can have a nice smell. It can feel substantial in your hand. You can display it on your coffee table. “Haptics” is the

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00:03:36

"Reach" has been a dangerous distraction for publishers

Something I Learned Yesterday ·

2023/08/03

Expanding your market is not always a good idea Fortune’s Chief Customer Officer, Selma Stern, is cited over at whatsnewinpublishing.com as saying “the media industry is far too focused on reach and forgot about sales. As a result, supervisors set the wrong incentives, leading to many new customers being acquired with dumping prices.” Misaligned incentives are certainly a big problem. In my experience, many magazine companies incentivize ad sales in a way that undermines subscription sales, which

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00:03:42

AI-generated summaries of articles increase time on...

Something I Learned Yesterday ·

2023/08/02

If publishers don’t provide a summary of web articles, a browser plugin will Publishers, you want people to read the whole story on your webpage, because you’re proud of every word of it. But here’s the problem. You write it like a mystery novel and force the reader to slog through the whole page – and see all the advertisements – before they get to the nugget they really want. We’d rather have a summary and get the meat up front. Bo Sacks posted an article by Aisha Majid that says a Swedish

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00:03:30

Are bookazines the future of the newsstand?

Something I Learned Yesterday ·

2023/08/01

Bo Sacks distributed an article by his old friend and debating partner, “Mr. Magazine,” about new magazine titles on the newsstand. Some people will see that as the equivalent of celebrating new albums on vinyl at the record store. That is, desperately hoping for a flicker of life in a dying medium. I say that while the march to digital goes on, it’s a mistake to be too negative about print, which still makes up a sizeable part of publisher revenue. But let’s leave the demise of print for another

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00:03:31

Check your analytics against real-world experience

Something I Learned Yesterday ·

2023/07/31

Are you sure your analytics mean what you think they mean? I saw a post on LinkedIn the other day asking why B2B companies don't talk to their customers. They look at analytics, the post claimed, and they'd rather believe data from Google than talk to real people -- or even listen to what they're saying. Is this true? If so, is it unique to B2B? Have we come to the point that we trust data more than people? Is this a personality thing? Are marketing reports created by introverts who

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00:04:26

Media companies need to think more about events

Something I Learned Yesterday ·

2023/07/28

How many kinds of “events” can you come up with? Brian Morrissey mentioned a “pivot to events” in his most recent post, which I link below. There are several interesting things about this. First, you can get very specialized. Niches are where it’s at. Second, they’re less dependent on platforms. As you know, I think publishers need to be as un-reliant on platforms as they can manage to be. Third, they can be very significant. For some publishers, events are their major source of income. But

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00:03:10

5 lessons for B2B marketers

Something I Learned Yesterday ·

2023/07/27

Yesterday I saw a post on LinkedIn about the success of Barstool Sports, with 5 lessons for B2B marketers. It raised some good points, which I’ll mention in a minute. But before I get to that I want to mention a strange experience I had yesterday. My site runs on WordPress, and some of my clients also use WordPress. Yesterday I was looking for a WordPress plugin that would read the content of an article and use Dall-E or Midjourney or something to generate an appropriate image for that

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00:02:49

12 tips to create a culture of innovation

Something I Learned Yesterday ·

2023/07/26

I like lists. I don’t like it when people go on and on about things. That’s the lazy way. It’s like that old saying, “Sorry for the long letter, if I had more time I would have written a short one.” Making a list forces you to distill your thoughts down to a pithy, short, descriptive saying. That’s what I’m going to try to do here, riffing off the article "Publishers: 12 ways to overcome common innovation roadblocks" by Damian Radcliffe, which Bo Sacks distributed recently. 1

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00:04:47

How do you recognize a bullshitter?

Something I Learned Yesterday ·

2023/07/25

What are the tells of a bullshitter? In the last few weeks I have had two radically different experiences with people trying to sell me their services to help me get better leads for my business. One was wonderful. He was honest, helpful, and came across as a decent guy who was trying to help me out. I’m happy to give you his name. It’s Jordan Ross from 8 Figure Agency. The other guy was awful. He came across as a slimy bullshitter. My subconscious was yelling at me, “Don’t trust this guy.” The

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00:04:07

Master the art of brainstorming

Something I Learned Yesterday ·

2023/07/24

Brainstorming doesn’t work that well unless you follow these tips The typical “brainstorming” session involves announcing a topic and inviting people to propose their ideas in an allegedly non-judgmental environment. A bunch of people get together in a conference room and say whatever they think. There are several problems with this model. People don’t prepare their thoughts ahead of time. They assume the whole purpose is to be spontaneous and off the cuff and all that, which means they’re not

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00:03:57

How "yes, and" can boost creativity

Something I Learned Yesterday ·

2023/07/21

Summary: An improv exercise called "Remember that time we went to Mexico" can help boost creativity! You’ve heard of WordPress, but have you heard of WordCamp? It’s a great opportunity to learn more about WordPress, but also to get some general ideas about content, publishing, e-commerce, and many more things. It’s worth your time even if you don’t use WordPress. I did a talk there a few years ago. I have a link to a recording of that talk in the Resources tab of KrehbielGroup.com, and

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00:02:51

Onboarding makes the difference for subscription...

Something I Learned Yesterday ·

2023/07/20

The Washington Post has discovered that personalized onboarding yields good results for subscriptions. Which isn't a big surprise. The fact that you bought something doesn't mean you'll use it. Think of all the idle exercise equipment in basements around the country. It's one thing to convince somebody to buy. It's another thing to convince them to use. And it's yet another thing to make that a habit. Sorry that the language sounds like drug addiction, but in some ways

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00:04:42

The future of media is less media

Something I Learned Yesterday ·

2023/07/19

Think for a moment about the trajectory of media consumption. For example, compare what you did yesterday to what you did five, ten, or twenty years ago. Twenty years ago, you might have read a morning newspaper on your way to work, and then you were mostly insulated from news (as you did your job) until lunch. You may have read the paper again at lunch, and then you got back to work. In the evening, you might have watched the news on TV. Between then and now, these horrible spy devices have taken

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00:03:25

How to calculate engagement in a meaningful and...

Something I Learned Yesterday ·

2023/07/18

Most website owners worry about engagement, which they should do, because if people aren’t engaged with your site, they won’t do the things that you really want them to do. More on that in a bit, but first, let’s say you wanted to find the most engaged users on your website. How would you do it? You could start with a simple assumption about what “engagement” means, and you could assemble a list of factors that go into an engagement score. Then you’d assign point values to those factors, and you’d

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00:02:56

Hire a grizzled old skeptic as your VP of marketing

Something I Learned Yesterday ·

2023/07/17

Sorry to be philosophical for a moment here, but it fits today’s topic. Human society needs two impulses: protection and exploration. Somebody needs to explore the great unknown, try the new food, make friends with the weird tribe on the other side of the river, and somebody needs to make sure we don’t burn the house down doing that stuff. This often plays out as the young against the old, which is a theme in an article Bo Sacks distributed last week called “‘Over-65s should be an advertiser’s

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00:25:15

The future of AI and SEO for publishers

Something I Learned Yesterday ·

2023/07/14

I had the privilege of sitting down with Dave Schneider, the CEO of shortlist.io, to talk about SEO for publishers, and how artificial intelligence might disrupt the game. Dave encourages publishers to focus on creating good content for their audience but also recommends a backlink strategy to increase the authority of their content and brand. The conversation covered several interesting topics that publishers and media companies could benefit from. Learn more about Dave and the work he does at

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