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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

00:03:15

How to calculate the value of a new email address

Something I Learned Yesterday ·

2023/07/13

You probably spend a lot of effort to get new email addresses on file, because email is still a fantastic tool for keeping in touch with your audience. But how much effort – and money – is justified? To know this, you have to calculate the value of a new email address. To do this, follow these five steps. 1. Identify all the ways you make money from email. That could be … Ads in the email itself, Ads on web pages that the email sends people to, Direct sales You might have other

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00:03:00

Why some bosses don't like ChatGPT

Something I Learned Yesterday ·

2023/07/12

Zain Kahn's "Superhuman" email says workers want to use ChatGPT, but bosses aren't so keen. Why? Don't they want people to be more productive? Of course they do, but there are some legit dangers in using ChatGPT. Which sent me on a bit of a search. What can go wrong? 1. Let's say you're a programmer and you can't get a certain routine to work right, so you upload it to ChatGPT and say "fix this for me." Yes, ChatGPT can do that sort of thing. But

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00:04:04

11 tips to reduce subscriber churn

Something I Learned Yesterday ·

2023/07/11

Bo Sacks distributed an article by Michelle Yeon titled “Stop the churn: Improving subscription retention rates.” It’s a good list, and she has some good commentary on each item, but I think there’s one very obvious thing missing, which I’ll explain later at the end. Here are Michelle’s 10 tips, with my comments. 1. Personalize User Experiences. Almost everything used to be custom made. Then we moved to mass production of the same item, and that was a huge benefit because of economies of scale

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00:03:32

Gall's Law says start with something simple that works

Something I Learned Yesterday ·

2023/07/10

I recently learned about “Gall’s Law,” which is a principle in software development, but I think it’s far more applicable. I absolutely love it. It goes like this. “A complex system that works is invariably found to have evolved from a simple system that worked. A complex system designed from scratch never works and cannot be patched up to make it work. You have to start over with a working simple system.” This reminds me of so many things. Organizational structures. Planned cities. Languages

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00:02:51

Hire more weird people!

Something I Learned Yesterday ·

2023/07/07

Amy Kean, the CEO and Creative Director of Good Shout, says that if you want to differentiate your media business, you should hire more weirdos. Media is a small, fairly tight-knit community, and most people want to fit in. But that can stifle creativity. There’s been an influx of “really average people,” Amy says, and that leads to fear of failure and insecurity. Both of those lead to formulas, to the tried and tested, and to endless jargon. “Amy cites research that … shows that the more jargon

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00:04:12

"Dark patterns" come back to bite publishers

Something I Learned Yesterday ·

2023/07/06

On a recent “people vs. algorithms” podcast, the boys talks about “dark patterns.” I’m not sure where that phrase came from, but it refers to the tricks companies use to manipulate consumers to do something the company wants them to do. An example from the publishing world would be a very low introductory rate that autorenews at a much higher rate, and then making it hard to cancel before the renewal. Another would be the various tricky ways publishers make advertising dollars look like

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00:03:15

Why publishers should not depend on platforms

Something I Learned Yesterday ·

2023/07/05

Are you tired of changing your business because some programmer has tinkered with an algorithm? They say it’s for the sake of the users, but we all know it’s to increase their ad revenue. LinkedIn recently changed how they promote content on their site. They say they want to make our feeds more relevant and informative, not just “engaging and sticky,” and they don’t want to chase the latest “viral” content. According to the article I link below, there are two big changes. It’s more likely that

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00:03:29

The era of mass media is over

Something I Learned Yesterday ·

2023/07/04

Happy 4th of July!! Bo Sacks distributed an article by Peter Bale titled, "New book by Jeff Jarvis uses lessons from media’s print history to frame the digital future." It reminded me of a rather cynical communist I used to work with who said, "Freedom of the press, for everyone who can afford a press." Jarvis says the era of mass media is over, and he gives several reasons. There's no need for big, capital-intensive investments, whether in printing plants, TV studios, or

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00:03:11

Why do we let lawyers write terms and conditions?

Something I Learned Yesterday ·

2023/07/03

I have a contact who wants to be on this show, so he wanted me to send him one of those links where you can schedule an appointment. That’s a perfectly reasonable request. It’s annoying to go back and forth with “how about Wednesday” and that sort ot thing. But when I looked into it, the terms and conditions were absurd. For example, Calendly said I was giving them permission to view, share, and permanently delete any of my calendars. I doubt they would ever do that, but why would I give them

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00:01:21

6 quick tips for short videos

Something I Learned Yesterday ·

2023/06/30

Opening: I forgot the cold open, plus 5 more tips for short videos Oh boy. I like to model best practices when I can, so that I set a positive example. I do that pretty well with my print newsletter, but I forgot a few things when I started this podcast. 1 -- you have to capture the viewer's attention in the first few seconds, so it was a mistake to start this podcast with music. You need to do a quick opening that tells the viewer what the show is about. 2 -- if you want to be on some

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00:03:04

The Associated Press created a test kitchen

Something I Learned Yesterday ·

2023/06/29

Brian Morrissey linked to an article by Mark Stenberg on Adweek about how the Associated Press is trying to diversify its revenue stream. Like every other publisher. But in AP’s case, the’re coming from a different starting point. They get 80% of their revenue from licensing – which is crazy high – and they only get 5% from advertising. They want to double their ad revenue. Since they focus so heavily on licensing, you can understand why their current model doesn’t give them much first-party data

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00:03:25

Answering Brian Morrissey -- What comes after email?

Something I Learned Yesterday ·

2023/06/28

On his excellent The Rebooting Show, Brian Morrisey and his guests wondered what will replace email. They made a few salient observations. Email was never meant to be a content delivery platform. Using it that way is a bit of a hack. You can’t embed a video player in an email. You can’t even control fonts very well. I’d add to that … People can clog your inbox without your consent. Content you want and value is sitting there next to the latest nonsense. It’s not always

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00:03:35

When it comes to book publishing, can personalization...

Something I Learned Yesterday ·

2023/06/27

I don’t often comment on book publishing, but Bo Sacks recently distributed an article called “The Imitation Game” by Ken Liu, and it caught my attention. The article is about whether AI will start writing all our bestsellers, and Ken’s somewhat tentative point is that an algorithm looking for the most likely “token” given a pre-existing set of tokens (which is approximately the way large language models work) must plateau at some point short of true intelligence. My reaction to that is …

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00:03:20

Engagement is the key to retention and renewals

Something I Learned Yesterday ·

2023/06/26

Charlotte Tobitt wrote an interesting article called “How to keep subscribers: What’s working at Hearst, Immediate and Mark Allen Group,” which Bo Sacks distributed recently. It’s not one of those annoying mystery articles. She gets to it right away with three things: “Friendly friction; personal phone calls, and positive reinforcement.” The first example is from Gardeners’ World Premium, which offers exclusive digital content, including expert advice, a monthly Q&A, ad-free podcasts, videos,

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00:03:57

A paywall success story from ELLE

Something I Learned Yesterday ·

2023/06/23

I saw this headline: “How ELLE is using a dynamic paywall and continuous optimization to increase subscriber conversion rates.” That’s an article by Pierre de Villiers, distributed by Bo Sacks. This is another article that came out of the FIPP World Media Congress, which some rich sponsor needs to send me to next year. ELLE’s paywall strategy came out of three strategic challenges. Diversify revenue Enlarge the audience Make them younger I’m very interested in how they made people

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00:03:09

Practical next steps with AI for publishers

Something I Learned Yesterday ·

2023/06/22

A few episodes back I applied the Gartner Hype Cycle to AI. (I’ll provide a link below to that article.) I thought we were still climbing towards the peak of expectations, but there are signs we might already be heading towards the trough of disillusionment. At least with large language models. In fact, I might be late to that party. <i>Wired</i> had an article back in April titled “OpenAI’s CEO Says the Age of Giant AI Models Is Already Over.” (Link below.) Sam Altman – he’s the CEO

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00:02:53

A killer ChatGPT prompt for repurposing content

Something I Learned Yesterday ·

2023/06/21

Yesterday I saw a post on LinkedIn from Jay Schwedelson with an interesting ChatGPT prompt, as follows. Repurpose the Newsletter below into a: Top 10 Checklist 7 Pitfalls to Avoid List Quick Start Guide with 8 Bulleted Ideas Linkedin Post with Less than 100 Words Twitter Post with Less than 280 Characters Blog post with less than 500 words Script for TikTok Post And here is the newsletter to repurpose PASTE NEWSLETTTER HERE!!! I tried it, except for the TikTok part, because I’m

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00:03:32

Collect data today for AI wonders tomorrow

Something I Learned Yesterday ·

2023/06/20

Today marks the 50th episode of my “Something I Learned Yesterday” podcast, so … I guess I’ve learned 50 things. And if you’ve been coming along for the ride, so have you. So congrats. Bo Sacks distributed an article by Matt Turner titled “A top CMO reveals how AI is going to change sales and marketing across every company within 12 months.” It paints a nice picture of marketers using AI to create individualized ad campaigns, “where each potential customer receives a different message at a

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00:03:03

Will AI make SEO obsolete?

Something I Learned Yesterday ·

2023/06/19

Last week Bo Sacks distributed an article with the compelling headline, “Barry Adams on why AI will not kill SEO.” That piqued my curiosity because I have said that AI threatens to disrupt Google’s business. Once people can simply get an answer, rather than getting a list of homework to do, they won’t be following links to webpages quite as much. Note that these are two slightly different but related questions. I was addressing whether AI would disrupt the search engine business while Barry is

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00:03:26

AI and the Gartner Hype Cycle

Something I Learned Yesterday ·

2023/06/16

Brian Morrissey recently mentioned that we should view the reaction to AI in the context of the Gartner Hype Cycle – which was new to me. It’s a graphical representation of the phases of adoption of and reaction to new technologies. Phase 1 is the Technology Trigger. This is when a new technology attracts attention and there’s a lot of excitement about it – positive or negative. We might imagine a connected world with the Internet of Things, new immersive experiences with virtual reality, or a

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233 results

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