Data

Data Trumps Ad Inventory At Randall-Reilly & ALM

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By Andy Kowl

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What is the formula for B2B media success? “Use content to attract and qualify an audience you can reach anywhere,” advocates Prescott Shibles. He says reader data is more important to your business than ad inventory, and suggests there is no time to lose in figuring out how to use it as a growth engine.

Mr. Shibles and Jeffrey Litvack are two B2B publishing insiders I consistently learn from. They don’t just talk the talk; they get their hands dirty, digitally speaking.

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Headshot of Andy Kowl

Andy Kowl

Andy Kowl is a journalist and entrepreneurial publisher with more than 30 years developing, marketing and growing publishing companies. He is senior vice president of publishing strategy for ePublishing Inc., the leading enterprise publishing system (EPS) provider which manages content, audience data, workflow, newsletters and e-commerce for hundreds B2B online publications. He helps publishers increase reader engagement and response by integrating behavioral data with contextual content, and shows them direct ways to monetize the results. Andy writes the B2B Beat blog for Publishing Executive magazine. His background in B2B includes publishing, editing and/or owning magazines and information products covering specialty retail, horse breeding, real estate, credit unions, Wall Street compliance and wireless technology. 

www.ePublishing.com

akowl@ePublishing.com

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