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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

00:04:23

168: 4 ways publishers can use propensity models

Something I Learned Yesterday ·

2024/01/09

There are two big questions. Propensity towards what? And cause and effect. Many publishers use AI-driven propensity models to great success. I have a link below that discusses how two news publishers use data to retain subscribers. A typical propensity model for a publisher might discover that those subscribers who view at least three pages per session, at least once per week, are more likely to renew. These kinds of models can drive very important actions, which I’ll discuss below. Such models

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00:03:42

167: How to create a subscriber-only podcast

Something I Learned Yesterday ·

2024/01/08

The podcast ecosystem is against you, but there are ways to do it People often ask me how to do a podcast that’s only available to paying subscribers. It’s possible, and I’ll explain a few options below. The main challenge is that the entire podcast ecosystem is built on the Big Tech premise of open content supported by advertising. Apple, Spotify, Google, Stitcher, etc., all assume that model. There are a few models that allow for subscriptions, like Patreon, or the subscription options on some

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00:04:17

166: The downsides of personalization

Something I Learned Yesterday ·

2024/01/05

Personalization can be very useful, or very annoying Let’s start with some of the geeky details. In order to personalize, you need to have information about the person. That could be browsing history, demographics from some 3rd party source, purchase history, the e-newsletters the person gets, etc. Technically, a web connection is anonymous. But through the magic of cookies, a website can remember who you are. By the way, this whole thing about the death of cookies refers to third-party cookies

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00:03:48

165: Get more granular with your user data

Something I Learned Yesterday ·

2024/01/03

Aggregated opt-out data might be hiding the important stuff Many years ago I read a science fiction book about a political organization that recruited people from key demographic groups to wear a special watch that would allow them to see and hear all of a politician’s public statements. The watch also measured the wearer’s reactions and fed that back to the control room, where they could see in real time how people were reacting to different statements. That organization’s candidate had some

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00:03:58

164: We should improve online reading comprehension

Something I Learned Yesterday ·

2024/01/02

Several studies, including one that Bo Sacks sent out the other day, suggest that you comprehend and retain more when you read something on paper. There are a lot of possible reasons for this. One is that you’re less likely to be distracted. If you’re reading on your phone, you’re getting notifications and other annoyances while you’re trying to read. A book or magazine doesn’t do that. Another reason is that you engage more of your senses when you read in paper. There’s the smell and the feel of

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00:02:16

163: Publishers need to be decolonized

Something I Learned Yesterday ·

2023/12/21

It’s so bad that some publishers are repeating the rhetoric of their colonizers. I’m trying to think my way through an article titled “Google Could Become New Money Source For U.S. Journalists, Content Creators.” I’ll provide a link below. I’ve stressed the point that Google started indexing publishers’ copyrighted content – without their permission – on the assumption that this was a means of discovery for the publisher. The tradeoff was that Google ingested your content, but you got traffic

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00:03:53

162: The next step for publishers is to learn from...

Something I Learned Yesterday ·

2023/12/18

Questions are a gold mine of information Last week I listened to the recent mini episode of the People v Algorithms podcast in which Troy and Alex discuss AI. (Brian was away somewhere.) Alex mentioned how he used ChatGPT to fine-tune the story for his latest game while he was driving to meet Troy for dinner. I've always used chat GPT on my desktop computer, but after hearing Alex's story I downloaded the app on my phone and had a lovely conversation with Hal about my next fiction book. It

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00:03:21

161: We can't solve media bias because we don't want to

Something I Learned Yesterday ·

2023/12/15

I’ve seen a few articles recently about rebuilding trust in media, which is a good idea. Polls show that trust in media is very low, and in my opinion the lack of trust is very richly deserved. Unfortunately, most of the conversation doesn’t get to the root of the problem, which I’ll try to … in a minute. AI is the big story these days, and there have been some big mistakes around AI recently, so sometimes you might get the impression that if media can just fix the AI problem, that’ll solve the

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00:03:54

160: Redefining Customer Value in an Age of Media...

Something I Learned Yesterday ·

2023/12/14

As content distribution channels multiply, should publishers turn to generic brand advertising? Robbie Kellman Baxter distributed a “Customer Retention Metrics Kit” yesterday. It’s worth looking at as an overview of the terms and concepts you should be thinking about if you run a subscription business. In her post introducing the kit, she said “it’s more important than ever to keep the customers you have – and expand the relationship.” I can’t disagree with that, but what does it mean to “keep a

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00:04:37

159: Mastering A/B Testing: Strategies and Insights...

Something I Learned Yesterday ·

2023/12/13

A/B testing can be fun, but there are some things to watch out for Sascha Bossen has a good article on A/B testing that I’ll link below. Today I’ll review his four points, and add three of my own. Pay attention to the novelty effect One panel might outperform your control simply because it’s new. To avoid this mistake, first, make sure to watch performance over time. The novelty effect will wear off. Second, check to see if first-time visitors behave differently than returning visitors.

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00:04:11

158: Promote engagement not addiction

Something I Learned Yesterday ·

2023/12/12

Meeting a customer need is a legitimate service. Getting customers addicted to your service is drug dealer behavior. I got to the pool very early this morning because I couldn't get back to sleep, and while I counted my laps I was wondering about AI and the future of publishing and whether I should change careers and start selling bespoke liqueurs. I finished my laps early, so I went to Dunkin Donuts to get a cup of coffee and think about today's podcast. Earlier I'd read an article on

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00:03:47

157: AI plus publishing equals idiocracy. Is there an...

Something I Learned Yesterday ·

2023/12/11

On our current trajectory, AI means even more crap on the Internet Bo Sacks visits my inbox every weeknight with three articles about publishing. If you’re in the publishing business and you’re not signed up, you should be. Link below. Recently I received this article from Chris Black. “Reading Print Magazines Is an Elite Pursuit” Don’t worry, this isn’t going to be a rehash of the print vs. digital thing, but the following sentence about that transition caught my eye. “The focus in publishing

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00:03:59

156: Publishers need to start thinking strategically...

Something I Learned Yesterday ·

2023/12/08

We’re losing our industry because we’re not thinking about the long term Dominic Young sent me a very interesting article on the state of publishing. It’s called “How Coca-Cola thinking could fix the news industry,” and I’ll provide a link below. It applies to more than news. The same basic issues are relevant for magazine and special interest publishers, and to B2B to some extent. Dominic’s case goes like this. When publishing was successful, readers were making simple, casual purchases at the

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00:04:24

155: How many formats and platforms do you need to be...

Something I Learned Yesterday ·

2023/12/07

Publishing keeps getting more and more complicated Publishing can be a good business model because you can write something once and sell it many times. But as people come to expect things their way, in their preferred format, publishers are facing an environment where they have to write something, then record it, then make it into a video, then a quiz, then create an infographic, then a comic book, and who knows what else. Technology makes this possible, but it’s also because of technology that

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00:04:09

154: Don't dismiss "edge cases" too easily

Something I Learned Yesterday ·

2023/12/06

When someone says “that’s an edge case,” dig a little deeper. As a general rule, marketers should major in the majors and pay attention to things that make a significant difference. But sometimes an “edge case” can turn out to be more important than we realize. Edge cases occur when … Someone behaves in a way you didn’t expect An action takes places in an environment you didn’t plan for A customer has untypical circumstances Two different systems collide There’s a change in

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00:04:26

153: AI in Action: Elevating Your Content Strategy,...

Something I Learned Yesterday ·

2023/12/05

Here are a few ways publishers can use AI in content creation, on their website, and with multimedia and events. For articles and emails Get ideas for new articles on a particular subject. For this use, you might want AI that has current information — not, e.g., the older versions of ChatGPT. Generate summaries of your articles. There’s some indication that providing a summary increases engagement with an article, which seems counter-intuitive at first, but whether it does or not, I think it’s a

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00:04:21

152: Three thoughts to help magazine publishers...

Something I Learned Yesterday ·

2023/12/04

Publishing a magazine is a hard business. But there is hope. James Evelegh wrote an article that Bo Sacks posted on Friday. It’s titled “Large magazine companies – how they can get back to winning ways.” That caught my eye because some of my clients publish magazines, and I want to know how to advise them. I’m going to comment on 3 of his 10 points. I’ll provide a link below to the entire article. #1 – “Empower your workforce” -- reminded me of a story. Daughter #3 was reporting for duty at an

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00:03:50

151: B2B vs. B2C marketing. What are the differences?

Something I Learned Yesterday ·

2023/12/01

B2B purchasers are just people like everyone else. So why do we treat them differently? Yesterday, Bo Sacks posted an article by Chris Adams that calls for a makeover for B2B marketing. He makes some good points, but I think he overlooks some important things as well. He starts by pointing out that B2B purchasers are people. Regardless of whether they're investing in a software-as-a-service platform or buying a new pair of Crocs, customers are individuals with dreams, desires, and personal

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00:04:01

150: The future of publishing involves personalized...

Something I Learned Yesterday ·

2023/11/30

In 2025 I won’t use my Google newsfeed, and I won’t visit websites. I’ll have something far more tailored to my interests. Here’s how this will work. I’ll have a personalized AI agent that will both collect and analyze my interests. That is, it will ask me what I’m interested in – sports, current events, music, science, religion, all the normal stuff – but it will also observe how I spend my time. It’ll keep track of how well my intentions coincide with my actions. My AI agent will find content I’m

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00:03:53

149: Personalization is great, but it can go too far....

Something I Learned Yesterday ·

2023/11/29

Personalization is usually a good thing. For example, lots of testing in many markets over many years has shown that an email that begins “Dear Greg” is going to do better than an email that begins in some generic way. Assuming, of course, your name is Greg. That level of personalization is easily tested. But as you go deeper into personalization, new issues arise. Too much personalization might make users uncomfortable, and it might raise concerns about privacy. Personalization depends on

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233 results

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