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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

00:03:48

188: Publishers need to think beyond the website

Something I Learned Yesterday ·

2024/02/15

There’s a new dinosaur in town. The old dinosaur was the publisher who tried to hang on to print. “Get with it,” the hip kids would say. “The world is turning digital.” Which is largely true, but that’s not the subject for today. The new dinosaur has made an idol out of the web page. What gets measured gets done, and most of our measurement tools involve what happens on our websites. It’s like the old “if the only tool you have is a hammer” problem. For example, when I see articles about

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00:04:34

187: Learn the language of AI image generation

Something I Learned Yesterday ·

2024/02/13

For better AI images, learn the language When my oldest child was a lad and we’d go for walks in the woods, I told him a story about two brothers who went hiking. When they got home, their father asked what they saw. The first boy said, “A bunch of trees and some birds.” The second boy said, “There were a lot of sweetgum and birch trees, but we saw a stand of old poplars, a little grove of white oaks, and few red oaks, and lots of maples. There were a ton of robins, and I heard Carolina Chickadees

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00:04:17

186: Media as Messiah

Something I Learned Yesterday ·

2024/02/08

It’s not their fault. They’re filling a void. I’m old now, and I’ve heard a lot of things. Often, when somebody is talking about topic A, I’m not necessarily engaged with what they’re saying. My brain is doing something analogous to Google Trends, running down parallel tracks, and thinking of related ideas. So I want to be clear that I’m not blaming Brian, Alex, Troy, or Rafat for what I’m about to say, although it was sparked by a portion of their conversation in the latest People vs. Algorithms

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00:04:33

185: Email open rates are less reliable but still...

Something I Learned Yesterday ·

2024/02/08

Open rates have been a traditional way to measure email campaigns. Whether a recipient opens an email is taken as a measure of the relevance of things the recipient can see in the preview pane. That’s mostly the subject line, but it also includes the from address, and in some cases the preview text, or a portion of the first line of the email. That metric is becoming less valuable because of changes in the way emails are handled. Let’s start with a quick discussion of how open rates work in the

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00:05:30

184: Email deliverability for paid e-newsletters

Something I Learned Yesterday ·

2024/02/07

If it’s important that your subscribers get your emails, here are some things you should be watching. Many publishers sell paid e-newsletter subscriptions, and many others rely on their free e-newsletters for their business strategy in one way or another. All subscription publishers know that renewals depend on engagement. That means that these publishers should be tracking the health of their distribution lists to ensure their subscribers are getting their issues. How do you do that? It starts

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00:04:55

183: The solution to the media crisis is to get more...

Something I Learned Yesterday ·

2024/02/05

The vast majority of us are average, and average doesn’t sell There’s a lot of concern in the media business right now. It seems as if the world is coming unglued. Brands are dying, or laying off a lot of people. I’ve heard lots of different sorts of explanations, and while there’s some truth to many of them, I’m going to toss my own into the mix. There are simply too many people providing content, and this is what happens. You’ve heard of the Pareto principle – that 20 percent of your customers

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00:04:12

182: A 6 step, no-cost method to improve your operations

Something I Learned Yesterday ·

2024/02/01

"Eat your own cooking." "The cobbler's son has no shoes." "Physician, heal thyself." "Take your own medicine." There are a lot of sayings that follow that same theme, and I think they're so popular because it's a fairly universal problem. Everyone is good at giving recommendations, but few of us are good at taking them. Even from ourselves. Jordan Peterson says we should treat ourselves as someone we're responsible for. Or, in other words,

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00:05:02

181: The dangers of asking your editors to post on...

Something I Learned Yesterday ·

2024/01/30

Imagine you’re a publisher and you’ve discovered that when your editors promote their content on social media, it dramatically improves your web traffic, or downloads of your podcast. You’re considering asking (or even requiring) your editors to post their work on social media. Is that a good idea? I have reservations about it, and some suggestions. Reservation #1 – you’re tying your brand to your employee’s personal lives in a way that isn’t fair to them or to you. You’re going to be faced with

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00:03:41

180: Will the print to digital transformation be...

Something I Learned Yesterday ·

2024/01/29

We can predict the path of the print to digital transition by comparing it to past transitions The whole "print is dead" mantra is misguided. At the bottom of this article I’ll link to something I wrote about that. We are clearly experiencing a transition from print to digital. The question is whether it will be a complete or a partial transition. Let's look at some examples and see what they tell us. Complete or "mostly complete" transitions * From horses to cars. *

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00:05:28

179: The cool and slightly scary future of e-newsletters

Something I Learned Yesterday ·

2024/01/26

Imagine that I have a website with three main audiences. People who love swimming, running, and hiking. Also imagine that I have a customer data platform, so I can identify individual users and keep tabs on what content they like. Since I’m able to do that, I can put people into audiences – e.g., swim fan, running fan, hiking fan. Of course there might be some overlap between audiences, which is fine. Within each audience, I track what’s popular and what’s trending. But not only that. I can check

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00:03:52

178: What is "composable software" and how does it work?

Something I Learned Yesterday ·

2024/01/25

There’s a scene in The Good, The Bad, and the Ugly where Tuco – he’s the ugly guy – goes into a gun shop, examines several revolvers, takes the parts that he likes from each and puts them together to make a revolver that suits his preferences. That’s composability. The problem with buying software is that you buy 100 percent of it, but often you only use 20 percent. For example, your email software can do marketing automation, but so can your customer data platform. So in one place or another

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00:02:14

177: Stop reg wall cheaters

Something I Learned Yesterday ·

2024/01/24

What good is it if someone signs up for your site with their junk email address? Let’s make things overly simple and divide the “how to monetize your website” question into three options. Free, supported by ads Registration wall Paywall There are a lot more options, but bear with me. Each of these models has challenges. If you choose “free, supported by ads,” people can use ad blockers. They can register with their junk email address. And there are ways to get past paywalls. There’s

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00:03:52

176: I approve 2 out of 4 of these B2B marketing...

Something I Learned Yesterday ·

2024/01/23

I don’t like social media and I don’t like so-called “influencers,” so keep that in mind as you listen to this one Martha Marchesi proposes four New Year’s resolutions for B2B marketers. Bo Sacks dropped the article in my inbox yesterday, so … here’s my reaction. Yes, no, yes, no. Or, if you want the details … #1 is make friends with AI. I agree with that. Either start using AI or get left behind. Marchesi recommends Perplexity, and she’s in good company. Troy Young from the People vs

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00:05:07

175: How to add emails to your CDP online profiles...

Something I Learned Yesterday ·

2024/01/22

If you want a quick way to enrich your online profiles with email addresses, I’ve got a solution for you. One of the basic CDP use cases is to convert unknown, or anonymous web visitors to known. That means you have to collect some PII – some personally identifiable information. Usually that’s an email address. There are a lot of ways to do this. You can capture an email address the visitor enters on your e-newsletter sign-up form, in your shopping cart, or other situations like that. That’s a

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00:02:53

174: Print can be a useful differentiator

Something I Learned Yesterday ·

2024/01/19

When everybody’s crowding the inbox, try the mailbox. My friend Todd Lebo from Ascend2 sent me a new research study on the use of print in marketing. Yes, that’s right. Print. You might think print is dead, but if you didn’t get the memo, I announced the death of “the death of print” quite a while ago. Print publications and print marketing still have an important role, but of course it’s a smaller role than it used to be. Allegra and Ascend2 partnered on some research on this topic. I’ll

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00:03:46

173: Things to test when editors use AI

Something I Learned Yesterday ·

2024/01/17

In my experience, creating summaries of articles, and creating images to accompany articles are the best use of AI right now The Daily Maverick learned some interesting things while experimenting with ChatGPT version 3. I’ll provide the link below. I don’t believe their specific results are relevant to ChatGPT 4, which has fixed several of the problems with version 3, but they do identify a series of things that your should test if you want to try AI yourself. In the list below, I’ll include the

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00:04:39

172: 5 ways to improve digital magazines

Something I Learned Yesterday ·

2024/01/16

Weren’t print magazines supposed to have been displaced by digital a long time ago? Bo Sacks distributed an article on that topic, which I’ll link below. Given the fact that the economics of print magazine publishing are awful and getting worse, what can digital publishers learn from print. IOW, if the budget is telling you to get more people to switch to digital, make digital better! In that spirit, I’ll mention five things that I think are better about print publications, and some possible ways

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00:12:48

Does your design need an escape hatch? Interview with...

Something I Learned Yesterday ·

2024/01/15

In today’s episode I discuss design issues with my friend Tricia Okin. Tricia is a user experience designer who helps organizations and businesses design websites and apps both for the benefit of the company and the user. When I think of design, I’m reminded of something my dad frequently said when I was a boy. He’d say “stop trying to help me.” And that’s exactly how I feel about so many websites and apps. Tricia recommends thinking about “escape hatches,” which is a more polite way of saying

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00:04:07

170: CDP use cases for retail

Something I Learned Yesterday ·

2024/01/11

Think of all the things you could do with better information about your customers. I’ve done all my work with Customer Data Platforms in the publishing industry, but every industry needs to understand their customer data better, and there are great opportunities – especially in retail. When I go into a store, I’m always thinking about how that store could reach me more effectively if they had a good CDP strategy. So today I’m going to talk briefly about some CDP use cases for retail stores. The

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00:03:27

169: OpenAI admits they steal copyrighted material

Something I Learned Yesterday ·

2024/01/10

My friend Charles Benaiah takes apart the on-going conflict between The New York Times and OpenAI. Bo Sacks picked it up the other day, and I’ll provide a link below. It pains me to say it – honestly it does – but the New York Times is doing God’s work on this topic. This is, of course, the only topic where it’s possible to say that. Here’s the basic problem. Publishers put their content online for “free” – supported by ads – because that was their path to discovery in the search engines. They

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233 results

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