Content Strategy

The Crusade Against Advertising

Headshot of Andy Kowl
By Andy Kowl

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Banner advertising is dead man walking. How do I know? I read that everywhere. Recent excerpts from leading commentators include “almost useless,” “days are numbered” and in Digiday last month, “hatred for the much-maligned banner has grown steadily.”

Sorry, but real estate is real estate. Your Web page is only so many pixels wide and long. Are we saying pictures and arresting graphics do not attract the eye? Does compelling copy not drive interest and action?

Show me all the metrics you’ve got why repeated viewing of advertising images does not work.

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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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