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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

00:04:30

An intro to cognitive biases

Something I Learned Yesterday ·

2023/06/15

Our minds are very complex, and our choices are often influenced by strange factors. Today I want to touch very briefly on the psychology of persuasion, and focus particularly on cognitive biases. I can’t do justice to the topic in three minutes, but I’d like to pique your interest by mentioning a few of the factors that publishers should consider in their marketing and sales efforts. Cognitive biases are mental shortcuts that we take to help us process the world more quickly. Evolutionary

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00:03:32

How to use ChatGPT for content creation

Something I Learned Yesterday ·

2023/06/14

There was some conversation at the Renewd Summit earlier this week about how to use artificial intelligence in content generation. Today I’m going to give you six ideas to consider to incorporate AI-powered writing into your workflow. Get new ideas. Let’s say you write a newsletter about electric power transmission, and you’re trying to fill out your editorial calendar. You can ask ChatGPT, “How are advancements in renewable energy impacting electric power transmission systems?” If you’re not sure

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00:03:10

Is the word "webinar" holding you back?

Something I Learned Yesterday ·

2023/06/13

Yesterday I attended the Renewd Summit in Arlington. Renewd.net is the free open community for professionals dedicated to sharing best-in-class practices for increasing subscriptions, building communities, and enhancing live and virtual events. In a way it’s the modern manifestation of the newsletter publishers association. In one of the first talks, Diane Schwartz mentioned that how you name something can have a big effect on the perception of an event. For example, is it a webinar or a

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00:03:57

Composable vs. Packaged CDPs. What's the difference?

Something I Learned Yesterday ·

2023/06/12

As if the CDP landscape wasn’t complicated enough, now we have the additional complication of composable vs. integrated, or packaged CDPs. To unpack this, let’s start with composability. From Wikipedia … Composability is a system design principle that deals with the inter-relationships of components. A highly composable system provides components that can be selected and assembled in various combinations to satisfy specific user requirements. In information systems, the essential features that

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00:06:05

The Krehbiel Brand Involvement Matrix

Something I Learned Yesterday ·

2023/06/09

Bob Hoffman thinks it’s a marketer’s delusion to believe that anybody wants to interact with your brand. I tend to agree with him. But my friends Lev Kaye and Leslie Laredo believe there are some situations where interaction is appropriate. How do you decide when? That’s the point of The Krehbiel Brand Involvement Matrix. It’s a first attempt to create a framework for deciding when and how much customer pestering is appropriate. Please leave your suggestions and

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00:03:29

"Best practices" are for people who are bad at math

Something I Learned Yesterday ·

2023/06/08

What’s the best length for an email subject line? What’s the best length for an article on the web? How many free article views should a reader get before you show the paywall? There are a lot of so-called “best practices” answers to these sorts of questions, and they’re usually nonsense. Bo Sacks distributed an article by Andrew Butle called “Publishers: What is the ideal word count for articles and other content?” in which he highlighted the contradictory and confusing answers on the ideal

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00:04:29

Thoughts on the Apple Vision Pro

Something I Learned Yesterday ·

2023/06/07

We have another “this changes everything” technology to deal with. At some point people will get over that, but it hasn’t happened yet. The latest thing is the Apple Vision Pro. I haven’t used it. My comments are based on what I’ve been able to see online. The new device is like a virtual reality headset, but it’s more “augmented reality.” Apple calls it “spatial computing.” It allows you to create a “desktop” out in space, rather than on a dedicated, dimensionally limited monitor. My first

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00:03:16

The case against targeted advertising

Something I Learned Yesterday ·

2023/06/06

On a plane ride this past weekend I read Bob Hoffman’s Advertising for Skeptics, which is worth your time. Bob’s books are nice and short, which I appreciate because almost all business books could easily be one fifth as long. He has a lot of interesting things to say about advertising, but I’m going to focus on one point that he makes, which is the idea that personalized, targeted advertising defeats the purpose of advertising. The case for targeted advertising is that you find the right person

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00:03:01

Sneaking past a paywall is stealing, and publishers...

Something I Learned Yesterday ·

2023/06/05

If I steal your car, you don't have a car anymore. It's a physical object. We can't both have it at the same time. Everybody realizes that's wrong. But if I make a copy of some digital music you've purchased, you still have it. So have I wronged you? I may or may not have wronged you, but here are some of the things that I have definitely done. 1. I've violated the rights of the copyright owner. It's up to him to determine who has access to that content. 2. I've

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00:02:53

Publishers need to train their own AI for their readers

Something I Learned Yesterday ·

2023/06/01

I’m assuming you’ve used ChatGPT. If so, you’ve probably run into its very annoying super ego. For example, you’re doing some research on nuclear power and it hectors you with grade school morality about the dangers of this and that. It’s quite annoying. But there’s a value in that, which is that it’s possible to layer a point of view on top of AI responses. That’s actually a good thing. As I’ve mentioned a few times before, tools like ChatGPT will undermine the current search engine model,

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00:04:16

How to do quadrant analysis. A simple framework for...

Something I Learned Yesterday ·

2023/06/01

I’m a big advocate of practical tools. Checklists. Forms. That sort of thing. And when I was a VP of operations at a large association, I learned a lot about frameworks. Today I’m going to talk about a simple one. Quadrant analysis. You’ve seen these before. It’s a 2x2 matrix where some value on the x axis goes from low to high and a value on the y axis goes from low to high. If you have a hard time visualizing this, go to my website and see the article about it. I’m going to start off with two

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00:04:13

The challenge and dangers of redesigns

Something I Learned Yesterday ·

2023/05/31

Bo Sacks distributed an article the other day about the need to refresh your design if it hasn't been updated in a while. The article is mostly about print, but the same can apply to a website. Designers amaze me. They can tweak one little thing — a color here, a font there — and make something look so much better. I don’t have that talent. If men still wore ties to work, I’d want Jeeves to help me choose mine. Looking modern is often a good idea. I remember evaluating some vendor software

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00:03:37

The June edition of The Krehbiel Letter

Something I Learned Yesterday ·

2023/05/30

In today's podcast I give a brief overview of my latest letter, which discusses ... Is Google in danger of being replaced? It sounds silly, but it's a real possibility. What comes after the webpage? The web page is not as significant as it used to be. Why? Marketing to different generations. Rethinking Micropayments. And more. You can download the letter today at this address. https://krehbielgroup.com/letter-archives/Krehbiel-Letter-2023-06.pdf

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00:03:23

Is the curse of knowledge holding you back?

Something I Learned Yesterday ·

2023/05/30

My friend Ralph had a job at a fast-food restaurant in high school and he complained about customers who would ask for a complimentary cup, despite the big sign on the wall that said “no complimentary cups.” The thing is, the sign is very obvious if you’ve worked there 15 hours a week for three months. It’s not as obvious if it’s your first visit. You can’t expect people to read every sign everywhere they go. That’s an illustration of something called “curse of knowledge,” which is a cognitive

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00:05:24

Are micropayments the right solution for publishers?

Something I Learned Yesterday ·

2023/05/26

Micropayments seem to be the idea that won’t catch fire but also the idea that won’t die. It seems that publishers are starting to take another look at micropayments because ad revenues are declining, and subscription revenues aren’t always making up the difference. Are micropayments a desperation move, or do they belong as part of the paid content ecosystem? Advocates of micropayments will say that readers will only subscribe to a couple brands, but are willing to pay for content from many more

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00:03:23

Is the curse of knowledge holding you back?

Something I Learned Yesterday ·

2023/05/26

My friend Ralph had a job at a fast-food restaurant in high school and he complained about customers who would ask for a complimentary cup, despite the big sign on the wall that said “no complimentary cups.” The thing is, the sign is very obvious if you’ve worked there 15 hours a week for three months. It’s not as obvious if it’s your first visit. You can’t expect people to read every sign everywhere they go. That’s an illustration of something called “curse of knowledge,” which is a cognitive

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00:05:02

The death of 3rd party cookies and tracking

Something I Learned Yesterday ·

2023/05/24

Have you heard of “intent-based marketing”? According to an article by Sara Fischer, It’s Dotdash Meredith’s response to the alleged death of the 3rd party cookie. To understand how this works, let’s start with how things used to work. You visit a website, say 123.com, and 123.com participates in an ad network, called ads4everybody.com. If you’ve ever been on any site that participates in the ads4everybody network, you would already have their cookie in your web browser. That’s a 3rd party cookie

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00:03:28

What comes after the webpage?

Something I Learned Yesterday ·

2023/05/23

The “People vs. Algorithms” podcast has an episode called “The Deterioration of Webpages.” It raises some very interesting questions about the future of media companies. If you’re in the media space, you should listen to it. Here are my comments and opinions on their analysis. Some of it follows what those guys say, and some of it’s my own. Why are web pages ending? First, there’s so much more competition. Podcasts Youtube Twitter Tik Tok Email Apps Why do you need to go

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00:02:51

5 practical tips to improve email deliverability

Something I Learned Yesterday ·

2023/05/22

I was getting ready to send the latest issue of The Krehbiel Report, which is my e-newsletter – by the way, if you haven’t signed up, you can sign up for free at krehbielgroup.com – and when I’m getting ready to send a message I like to send it to different accounts to make sure it displays properly. I sent a test message to my protonmail address, and I got this message. “This email has failed its domain’s authentication requirements. It may be spoofed or improperly forwarded.” Yikes. That

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00:03:35

Can publishers control email delivery?

Something I Learned Yesterday ·

2023/05/19

Yesterday I had the privilege of watching Brian Morrissey and Sean Griffey record the latest rebooting podcast at a MACMA event in Washington. Relevant links below. Brian mentioned that publishers don’t want to depend on other tech platforms. If you live by the algorithm, you die by the algorithm. And Brian is exactly right about that. Publishers have invested way too much of their time, talent, and energies on platforms that then change the rules and undermine everything they’ve done. Handing

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233 results

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