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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

00:04:15

210: People vs. Algorithms, AI and "fair use,"...

Something I Learned Yesterday ·

2024/03/28

I like the people vs. algorithms podcast. It’s an entertaining mix of insight and quirky personalities. The interactions between Alex, Troy and Brian are amusing. In today’s podcast I’m going to talk about two things from two recent episodes. One of the big conflicts in publishing today is what constitutes “fair use.” AI goes around slurping up everybody’s content on the assumption that they have the right to do that. In episode 77, Brian Morrissey was explaining the perspective of somebody like

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00:03:36

209: How to beat AI's woke superego

Something I Learned Yesterday ·

2024/03/25

It is possible to get more balanced answers from AI, but you have to work at it In my morning email I saw that Bo Sacks distributed an article about getting AI to behave. I was hoping the author would address the behavior problem I see, but … alas not. There’s a serious problem with AI that doesn't get nearly enough attention. All the results you get from AI are filtered through a woke superego. That isn’t a surprise at all. We all know that Silicon Valley represents a narrow slice of American

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00:05:02

207: Mr. Pareto meets your tech stack

Something I Learned Yesterday ·

2024/03/19

I’ve mentioned the Pareto principle before. It’s one of those odd quirks about life that sticks with you. It says that 20 percent of causes bring about 80 percent of effects. So 20 percent of your advertising brings in 80 percent of your ad revenue. 20 percent of basketball players score 80 percent of the points. 20 percent of authors sell 80 percent of the books. And on it goes. It immediately raises the question, “why not just do the 20 percent?” If you could make 80 percent of your income by

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00:04:47

206: What's the best content recommendation strategy?

Something I Learned Yesterday ·

2024/03/18

“Recommended for you” is a successful strategy for engagement and for sales. Amazon recommends products I might want. Spotify recommends music I might like. They both do a pretty good job. They find people who have similar buying or listening habits to me, and see what’s popular with that group. Content websites do the same. I believe it started with “related articles.” You’d read an article and there would be a link at the bottom to similar articles. In some cases I saw that became a battle

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00:04:39

205: AI lessons from Dune

Something I Learned Yesterday ·

2024/03/15

It’s very interesting that while Dune is making a killing in the box office, the very thing Dune warns against is happening all around us. The movie doesn’t do a good job of explaining the most important background to the Dune universe, which is the Butlerian Jihad, when humans rebelled against their computer overlords and created a strict prohibition against creating a thinking machine. There were no computers on Arrakis because in the Dune universe, if any house creates a thinking machine, all

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00:06:28

203: Do magazines have a place in the digital world?

Something I Learned Yesterday ·

2024/03/12

Magazines will occupy a shrinking place in the public’s reading habits, but there are still opportunities Bo Sacks distributed an article about how magazines could thrive in the digital age, which got me thinking about that subject. I have some clients who publish magazines, so it’s relevant to me. Let’s start with a definition of “magazine.” It’s a periodical publication that includes a collection of articles on a variety of topics within a single issue. I would insist that a magazine is a print

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00:04:36

202: There's more to use cases than ROI

Something I Learned Yesterday ·

2024/03/11

Sort your use cases by effort and potential impact, but remember there are other things to considerI’ve been preparing a workshop on how to develop use cases, and I was taking some notes over the weekend. I started with obvious things like quick wins and bang for the buck, but a few things I read reminded me that there are often other considerations. There are any number of things you can do to improve your business, and while you usually want to sort your ideas by effort vs. potential gain, and

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00:04:16

201: Marketing automation campaigns will fail. Here's...

Something I Learned Yesterday ·

2024/03/07

Marketing automation is great. It allows companies to set up campaigns that run on their own without further human intervention, which saves a lot of time and increases what your marketing team can do. Marketing automation campaigns can also fail spectacularly. It usually goes like this. Step 1: What could go wrong? Step 2: How could we have known? The classic example of a broken marketing automation campaign is a subject line that says “Hi [First Name].” The lesson is clear. It’s not enough to

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00:03:49

200: How to give advice that people want to follow

Something I Learned Yesterday ·

2024/03/06

Is it a good idea to give advice? I heard a discussion about psychology and therapy, and the psychologist in this discussion said it’s not a good idea to give advice. This surprised me a little because I think this guy gives a lot of advice. He gave two reasons why you shouldn’t give advice. First, people resent advice and usually don’t follow it. Second, even if they do follow your advice, and if they improve their lives as a result, you’ve stolen the win from them. It’s now your victory, not

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00:05:59

199: Google vs. Publishers Part 4 - What's Next?

Something I Learned Yesterday ·

2024/03/06

Human society needs to have two different attitudes towards change. We need the spirit of exploration and discovery so we can find new things and grow, and we need to be cautious, because some new things kill you. If you look at most new technologies, they offer great hope and promise but at the same time might cause concern. For example, back when they figured out now to fill cavities, that was better than having a tooth pulled, but at the same time you’re introducing this crazy new substance into

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00:08:19

198: Google vs Publishers Part 3 - Generative AI

Something I Learned Yesterday ·

2024/03/06

Generative AI is a big issue for publishers. Is it a useful new tool, or an industry-destroying calamity? Google started down the path to "answer engines" by answering some queries right there in the search results. This has cut traffic to sites like Wikipedia. If the little tidbit on the search results page answers your question, why go to the full article? AI has made that possible, and ChatGPT and other answerbots have made it worse. While search gives you a list of homework to do, AI

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00:08:58

197: Google v. Publishers Part 2: Search

Something I Learned Yesterday ·

2024/03/04

This 2nd in a 4-part series gives some perspective on how publishing got into its current mess with artificial intelligence. Part 1 - copyright Part 2 - search Part 3 - generative AI Part 4 -- what's next Part 2 – The Search Bargain The Internet was a new way to reach audiences and to monetize content – mostly with ads, which were very profitable at the time. Search became the gateway, or the discovery tool. But it didn’t start like that. Before good search, sites were categorized at a

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00:13:24

196: Google vs. Publishers -- Part 1: Copyright

Something I Learned Yesterday ·

2024/03/01

This is the first in a 4-part series on the conflict between Google and publishers. Part 1 focuses on copyright, which is essential to publishers, but meh to Google. This is a re-presentation of a talk I gave in the UAE at the Global Media Congress. Part 2 covers search Part 3 discusses AI Part 4 evaluates what's next

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00:02:42

195: Where were the experts to guide the publishing...

Something I Learned Yesterday ·

2024/02/28

As I reflect on the last few decades – on the development of the internet, and how publishers have reacted – I’m somewhat astonished at how badly prepared we were for what was happening right in front of our faces.Why did publishers allow bots to index their content – with no conditions? Didn’t anyone see that this would be a problem? How did we acquiesce to the “free supported by ads (which are controlled by Google)” ecosystem? Why did the publishing industry as a whole allow Google to set

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00:03:56

194: Measure what you can, but be skeptical about it

Something I Learned Yesterday ·

2024/02/27

My friend Katie Paine, aka the Measurement Queen, helps companies track the effectiveness of their efforts. That’s a very important thing. It’s nice to know where your money is getting the best return. She linked to an article on PRWeek titled “Most marcomms pros can’t prove value of their work, research finds.” The article says “Two in three PR and marketing professionals … are unable to demonstrate that their work helps their business or client, new data suggests.” Half of the people they

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00:05:11

193: Publisher fears are coming to fruition

Something I Learned Yesterday ·

2024/02/26

Back at the dawn of the internet, publishers were concerned that blogs and other “user generated content” would create too much competition and erode the value of their products. Those fears are materializing in spades. Troy Young’s analysis in his Feb. 14th email, "The Next Internet," is very good, and relevant to this point. Seek vs. Served. Troy characterizes the old internet as "seek.” If I wanted to know something, I would enter a query, skim through a list of results, then

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00:02:57

192: DEI makes a monkey of Google, plus correlation...

Something I Learned Yesterday ·

2024/02/23

You may have heard that Google recently released a generative AI service called Gemini, and that it’s comically stupid. The people who programmed Gemini were apparently so worried about so-called diversity, equity, and inclusion that they made the most racist, absurd self-parody anybody could have imagined. It’s absolutely astonishing. I’m not going to go into the details – there’s plenty online about it – I want to point out the implication for management. Why was the internet able to find this

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00:03:57

191: Get granular customer feedback

Something I Learned Yesterday ·

2024/02/22

My friend Charles Benaiah writes a daily substack that’s both fun to read and insightful. In a recent post with the lovely title “No vomit in Narnia” he quotes David Carey, then president of Heart, as saying “we throw away 100 stories for every story we publish. For every picture you see, there are thousands you don’t.” This reminds me of an experience back at Kiplinger. The editors for The Kiplinger Letter do lots of work on a wide range of topics, then they take all that information and boil it

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00:04:16

190: The cookie is not going away

Something I Learned Yesterday ·

2024/02/21

The trick is to distinguish 1st and 3rd party cookies. We keep hearing that cookies are going away, but that’s not quite true. Third party cookies are supposedly on their way out, although the process has taken longer than anticipated. The difference has to do with domains. But first, what is a cookie? A cookie is just a small text file that a website writes to your web browser. They’re necessary to maintain state, which I’ll explain in a moment. The internet is built on anonymous connections

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00:04:29

189: The great niche debate. Is it "neesh" or "nitch"?

Something I Learned Yesterday ·

2024/02/19

I’ve been involved in niche media for almost my entire career. When I started out – back in the days when having a hard drive in your computer was a luxury reserved for the few – everybody said “nitch.” Then apparently the French invaded and people started saying “neesh.” Like quiche. Which seems to make some sense. More on that in a minute. You might remember there was a book back then called “real men don’t each quiche.” That might have been in the back of my mind when I concluded that “neesh”

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