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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

00:04:12

Do low-price intro offers cannibalize a publisher's...

Something I Learned Yesterday ·

2023/04/22

Bo Sacks distributed an article by Cosmin Ene in which Cosmin argues that #publishers risk cannibalizing their products when they offer very low-priced introductory offers. It's certainly a risk, and Cosmin offers some things to consider. In this edition of "Something I Learned Yesterday" I push back a little and offer some counter-arguments to a few of his points. Here's Cosmin's article

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00:03:28

Two analogies for content: water and Darwin's finches

Something I Learned Yesterday ·

2023/04/21

Content in the modern era can be published many different ways, and each of the available formats provides different opportunities to optimize the content. For example, an article on a blog might have to be re-imagined to use it effectively in a video. In this short podcast, Greg Krehbiel considers two different analogies for content -- water, and birds -- and explains how they relate to content creation. We should always seek to make content the best it can be in whatever medium we choose to

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00:03:45

Publishers should use personalized onboarding to...

Something I Learned Yesterday ·

2023/04/19

The Washington Post has developed a series of customer journeys for new subscribers to increase retention and engagement. Reading between the lines, and adding my own thoughts, I explain how publishers could follow the Post's example with their own subscribers. This is a particularly good use case for publishers who have a customer data platform. If this concept intrigues you, give me a call and let's chat about it.

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00:02:44

No, Google is not coming to the rescue of publishers

Something I Learned Yesterday ·

2023/04/18

Google will be starting a new program where they pay publishers for their content. Publishers should he happy about that, right? Not so fast. The strategy is always the same. Their goal is to migrate the publisher's customers to their system -- using the publisher's content! It's a sucker's game, but publishers keep playing it.

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00:03:17

Publishers need to invest in revenue innovation

Something I Learned Yesterday ·

2023/04/17

Publishers face a lot of challenges these days. One of the big ones is engagement. Some recent studies give important insights into how to engage readers, and I summarize them briefly. But publishers also need to find new ways to make money. Jim McKelvey recently explained the way they're monetizing content on his Invisibly app. It's very interesting, but publishers need a lot more options. My question to publishers is this: How are you working to innovate your revenue sources?

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00:02:31

How valuable is Twitter to publishers? The NPR case...

Something I Learned Yesterday ·

2023/04/17

Twitter designated NPR as state-sponsored media -- putting them in the same category as Pravda and other government propaganda. NPR decided to leave the platform. NPR claims they get less than 1 percent of their revenue from government sources. Does that mean participation in Twitter isn't even worth 1 percent of NPR's revenue? If so, that says a lot about the value of Twitter, and maybe publishers should re-evaluate their commitment to the platform. Is social media actually worth the

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00:04:02

Are fears of artificial intelligence justified?

Something I Learned Yesterday ·

2023/04/17

We tend to overestimate the importance of our conscious mind. The truth is that our brain does way more than we are consciously aware of. In short, we're not experts on what it means to be a human. Given that, there have to be limits to how well a programmer can design AI to mimic humanity. There are deep, dark, mysterious aspects to us that computers can't understand, because we can't understand them well enough to add them to the programs! That's not to say we shouldn't be

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00:10:53

"Put the reader first" -- The Krehbiel Letter April 2023

Something I Learned Yesterday ·

2023/04/03

The Krehbiel Letter is a monthly letter for publishers that generally focuses on technology challenges. The April issue urges publishers to focus on the reader. Here's a quick summary of the articles in this edition. If you want your readers to have a good experience with your content, consider building a paywall. Ads are designed to distract the reader. Consider adding content recommendations to your site, and when you do, make sure to think about how to classify content and different

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00:10:00

Two frameworks for CDP use cases, how to take a...

Something I Learned Yesterday ·

2023/03/02

In this quick summary of the latest Krehbiel Letter, Greg discusses two frameworks for evaluating CDP use cases, outlines a method for getting out of your routine and having a productive day away from the office, provides a "subscription retention checklist," and suggests ways to deal with open-ended questions in survey responses. You can download the latest Krehbiel Letter at https://krehbielgroup.com/the-krehbiel-letter/

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00:14:32

Will AI be the death of publishers?

Something I Learned Yesterday ·

2023/01/22

In this podcast for publishers, Greg summarizes the key takeaways from the Feb 2023 issue of The Krehbiel Letter. The first two articles focus on how artificial intelligence will affect publishers, and what they can do about it. Greg reflects on what publishers can learn from the Pareto principle, how publishers should be wary of conclusions and advice based on broad demographics, and provides a few quick tips on the business of publishing. It ends with a list of alternatives to words on a page --

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00:11:36

New Year's resolutions for publishers, micropayments...

Something I Learned Yesterday ·

2023/01/06

Two New Year's resolutions for publishers regarding customer data and micropayments. Thoughts on paywalls. Front-end vs. back-end CDPs, and why you should let your use cases drive your decisions about customer data. How to use AI to create additional content from your webinar. Print vs. digital metrics, and more. This podcast is a quick summary of these stories from the latest edition of The Krehbiel Letter.

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00:18:49

On customizations, programmatic advertising, CDPs and...

Something I Learned Yesterday ·

2022/11/29

Greg walks through the latest edition of The Krehbiel Letter, giving the key takeaways and summarizing each article. Topics include ... Customizations can cause no end of headaches. They're necessary sometimes, but think three times before you dive in. What if programmatic advertising died? According to Bob Hoffman's Adscam, it's mostly garbage. Only 3% of spend results in an ad someone sees. Use data for new product ideas. Customer data can be a source of ideas, and it can be used to verify or

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00:11:40

The metaverse, content is not king, and other issues...

Something I Learned Yesterday ·

2022/11/12

The metaverse is a lame concept that you should probably avoid. Content is not king. Trusted content is king. Project management tips and tricks. The "information vs. experience" metric explains a lot of the strange and conflicting statistics on media usage. Take the example of Amedia in tracking subscriber engagement. This is all from the Nov. 1, 2022 issue of The Krehbiel Letter Learn more at https://krehbielgroup.com

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