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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

00:04:39

147: Google takes the role of Darth Vader with...

Something I Learned Yesterday ·

2023/11/27

There’s a scene in Star Wars: The Empire Strikes Back where Darth Vader tells Lando Calrissian to take Chewbacca and Princess Leia to his shuttle. Lando complains that wasn’t the deal, and Darth Vader says, “I am altering the deal. Pray I do not alter it further.” It’s funny that Darth Vader is, I think, the only character in Star Wars who encourages us to pray. Anyway, Darth Vader is able to change the deal because he has all the power. The same is true with Google. When Google says jump,

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00:04:18

146: Why would anyone publish a magazine in the...

Something I Learned Yesterday ·

2023/11/22

The idea of publishing a magazine in the modern world seems crazy to some people. In many ways … it is. Last night at poker I thought I’d try something new and ask my friends (none of whom are in publishing) what topic they would suggest for my daily podcast for publishers. There were some very interesting suggestions, but I chose this one. “In this day and age, why in the world would you make a magazine? Why not create a website?” It’s a good question. I particularly like the assumption that the

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00:04:42

145: 7 confirmation email problems and solutions

Something I Learned Yesterday ·

2023/11/21

Confirmation emails often contain crucial information – like details about a conference or a meeting. So what do you do when your confirmation emails aren’t getting through? You have to find out why. There could be several reasons. You’re using an unreliable email service provider (ESP) and your messages are getting blocked. The obvious solution is to get a better ESP. You’re using a good ESP, but you don’t have things configured correctly. Once again, this is an easy fix. Talk to the

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00:06:00

144: Insights from the Global Media Congress

Something I Learned Yesterday ·

2023/11/20

Thanks to Matt Bailey and the good folks at New Media Academy, I had the great honor of speaking at the Global Media Congress in Abu Dhabi. Here are some takeaways. 1. Tools to find content ideas. I create this podcast every day, so I’m always looking for new ideas, which is why I really liked Matt Bailey’s presentation on tools you can use to get ideas for your market. Things like Google Trends, Answer the public, SparkToro, and more. 2. Think outside email. In Abu Dhabi, nobody wants your email

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00:02:49

142: Media companies that ask for donations

Something I Learned Yesterday ·

2023/11/10

If you’re providing a good service, charge for it. Right? The town of Meeker in Colorado’s Rio Blanco County has a local news source called The Rio Blanco Herald Times. Like many local papers, it was struggling, so the owners sent out an “email cry for help” to keep the 138-year-old newspaper from going under. I heard about this in an email from Bo Sacks. The residents replied favorably and the paper was saved, which is quite nice. "If a town loses its paper, it's less of a town.” That

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00:03:34

142: Consumers as creators. Lessons about AI

Something I Learned Yesterday ·

2023/11/09

Maybe it’s time to think of customers as creators rather than consumers. Today I watched a TED talk about a woman who studies prehistoric cave art. It was pretty interesting. I’ll provide a link below. In some cases, people tens of thousands of years ago – that’s before flashlights, by the way – crawled their way through narrow tunnels to incredible depths and then scribbled things on the wall. Who did they think was going to see that? But they did it anyway. Art of various sorts –

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00:03:57

141: Can brands control generative AI?

Something I Learned Yesterday ·

2023/11/08

Bo Sacks sent me an email about an article in The Guardian regarding the death of a 21-year old water polo coach. Microsoft created an AI-generated poll that appeared with the post. The poll asked readers "What do you think is the reason behind the woman’s death?” and they were offered three choices: murder, accident, or suicide. People got pretty upset about that. It reminds me of the beginning of the movie "The Best Exotic Marigold Hotel," in which a woman gets a marketing call,

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00:04:12

140: Thoughts on e-newsletters

Something I Learned Yesterday ·

2023/11/07

For starters, it’s “e-newsletters,” okay, and that’s the way I’ll say it. “An article on theaudiencers.com says e-newsletters are having a serious (and very lengthy) moment in the limelight for digital publishers, not only as a valuable engagement tool but also for monetizing audiences.” The article asks, “What is it that’s so special about e-newsletters?” And the answer is that people who subscribe to an e-newsletter and then subscribe to their premium product are 50% more likely to still be a

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00:03:32

139: Google doesn't like copyright

Something I Learned Yesterday ·

2023/11/06

Dominic Young says Google is playing chicken over AI. Bo Sacks distributed the article the other day. I’ll provide a link below. Google wants individuals and organizations to use AI, but there’s a looming threat of copyright lawsuits. Google wants to reassure people that they can use AI safely, so they’re offering to cover people’s legal costs if they get sued. Why would they do this? Dominic points out a few possible reasons. They’re confident they’d win in court, and they want to calm the

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00:03:22

138: Attribution is a bit of a myth

Something I Learned Yesterday ·

2023/11/03

There’s this thing called “last-click attribution” where you assign a sale to … the last click. If you think about your buying behavior, you’ll quickly realize that model probably only works for a very small percentage of your purchases, and that it gets less and less valuable as the price of the product increases. A lot of touch points are required to sell a higher-priced product. The idea that you can attribute the sale to one particular touch point isn’t sensible. As Michelle Tresemer says, in

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00:06:47

137: Copyright, AI, and publishers

Something I Learned Yesterday ·

2023/11/03

The purpose of copyright is to encourage people to create new works by providing a mechanism for them to profit from them. This is good for society because it fuels innovation. If authors know their work will immediately be stolen by AI, there is less chance for profit. But copyright isn’t forever. At some point is enters the public domain, and there are legitimate arguments over how long a copyright should persist. Rule governing AI need to take into account public domain vs. copyrighted

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00:04:03

136: The shape of media and information in 10 years

Something I Learned Yesterday ·

2023/11/01

I was peering into my crystal ball to discover what content creation, discovery, and consumption will look like in 10 years. Here’s what I saw. First, we have to think of content in a few different buckets. Or, to put it another way, why do people seek out information? Generally speaking, they have one of these goals. Update Me Educate Me Give me perspective Divert Me Keep me on trend Inspire me All of those things will be done by AI. Everyone will have a 24-7 personal

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00:03:42

135: The AI challenge to publishers keeps getting worse

Something I Learned Yesterday ·

2023/10/31

The challenge that artificial intelligence poses for publishers is pretty simple. If I can get an answer from ChatGPT, why do I need to go to your site, or read your magazine? In a year or two, the idea that I would enter a search and be content with a list of homework to do to find the answer to my question will seem as outdated as the stirrup cup. The fact that AI can provide answers to questions is only a threat to publishers who provide answers. If you provide comedy, or drama, cat videos, or

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00:03:35

134: The challenge to media brands from independent...

Something I Learned Yesterday ·

2023/10/30

As the media digs their own grave, is there a growing challenge from independent journalists? Trust in “the media” is very low, and the lack of trust is richly deserved. The most recent example is how the media fell for Hamas disinformation about the hospital bombing in Gaza. It’s quite a black eye. However, as bad as the various news brands are, saying that you get your news from X or TikTok makes you sound like a weirdo, despite the fact that there are a lot of credible sources who use other

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00:07:37

133: Three razors for better opertions, plus a riddle

Something I Learned Yesterday ·

2023/10/27

Successful operations require aligning disparate systems toward a common goal. Sometimes those “systems” are people or groups of people. Krehbiel’s Razor is a mindset that breaks down barriers between people and helps find a way to solve problems and finish projects. Sometimes the only way to solve a problem is to see it from someone else’s perspective. You’ve probably heard of Occam’s razor, which says when there are two competing explanations, the simpler one is more likely to be true. That’s

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00:04:34

132: Publishing companies need a unique point of view

Something I Learned Yesterday ·

2023/10/26

Media is about a promise of personal transformation A recent episode of the “People vs. Algorithms” podcast titled “Chris Kimball Says Screw the Algorithm” provides some very timely and important lessons for publishers. You can skip to 6:51 if you’re in a hurry. Chris wanted to build a new kind of media business. He was publishing a magazine in the 80s. He was competing with Conde Nast, etc. The whole system was based on giving away the subscription to get the eyeballs to sell to advertisers

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00:04:55

131: What engagement metrics are best for...

Something I Learned Yesterday ·

2023/10/25

What kinds of engagement metrics are associated with a propensity to subscribe? I signed up for The Audiencers email, and the welcome email pointed me to this great article: “Ask the experts: what are the most valuable engagement metrics to measure in a subscription model?” It’s a crucial topic because people talk a lot about “engagement,” but it’s often not exactly sure what they mean by that. You can measure engagement a lot of different ways. Which are the ones that are key to a subscription

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00:03:24

130: Be brief, but does that sell subscriptions?

Something I Learned Yesterday ·

2023/10/25

Concisely tell your audience what they need to know. But does that sell subscriptions? Bo Sacks distributed an article in which Axios co-founder Jim VandeHie gives his advice on “smart brevity.” That is, getting to the point and eliminating unnecessary words. It’s a good article, and you should read the whole thing – I’ll provide a link below – but here are his major points. Think of your audience before you begin. Start with your most important point to grab reader attention. Keep it

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00:03:32

Publishers: is this why you can't sell subscriptions?

Something I Learned Yesterday ·

2023/10/23

To sell subscriptions, think about value, not audiences Bo Sacks sent an email about publishing execs telling advertisers about their ability to grow and engage audiences. That’s getting harder because platforms like Facebook are not promoting publisher content like they used to. Which gives me a good opportunity to remind everybody not to rely on platforms. Dominic Carter from The Sun says their audience growth has come from “giving the people what they want,” including coverage of TV

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00:05:33

128: The death of "the death of print"

Something I Learned Yesterday ·

2023/10/21

We’re always hearing about the death of print and digital transformation. All the fun, exciting stuff seems to be happening online, and print titles are dying left and right. At the same time, if you try to move your print subscribers to digital, most of them will leave you. That’s the sad fact. People love print. And there are some stories of titles going back into print, and new print magazines that are succeeding. But let’s face it, the economics of print are terrible. Printing and mailing

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233 results

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