Columns

Communicating to Communities

Dan Trombetto — Thu, 26 Jul 2012 10:52:48 -0400

Magazines always attracted people with common interests, but except for association publications whose members belonged to the same organization, most readers were not really a community, because they didn’t have any convenient way to identify one another.

Resisting Brandividualism Is Futile

Dan Trombetto — Thu, 03 May 2012 15:03:14 -0400

Last fall, at the American Business Media’s Executive Forum, I joined IDG Enterprise CCO John Gallant and SourceMedia EVP/CCO David Longobardi on stage for a panel about the future of content and editorial and, much to my surprise, my introduction of the “brandividual” concept turned into a lightning rod for subsequent hallway conversation.

Lead Generation to Brand Generation: From Chasing Customers to Creating Customers

Dan Trombetto — Thu, 01 Mar 2012 14:56:53 -0500

Few things have caused more disruption for business marketers and business media than the changing nature of demand generation.

Prospecting Up-Sells with Behavioral Analytics

Dan Trombetto — Thu, 19 Jan 2012 12:04:25 -0500

In paid content, one of the challenges for corporate sales is finding demand for content that can be monetized—finding a good lead. Our research shows one of the best sources for leads is within existing individual subscribers where several individuals are sharing access to the paid content.

Get Your Content Right and the Rest Will Follow

Dan Trombetto — Wed, 07 Dec 2011 14:29:50 -0500

Ten years ago business-to-business editors were grappling with how to transition from a print model to one that combined both print and online. While that challenge seems easier than the one we have today—striking the right balance of print, online, social media and even tablet apps—the goal is the same: Getting closer to the audience.

Content Marketing Has Arrived. Should Publishers Be Worried?

Dan Trombetto — Sun, 09 Oct 2011 10:44:38 -0400

September 6th was a coming out party for content marketing. Over 600 marketing professionals came together in Cleveland from 18 different countries for Content Marketing World to learn how to create and grow their own publishing and storytelling platforms.

The Secret to Monetization Without Exploitation

Dan Trombetto — Thu, 08 Sep 2011 10:43:25 -0400

Given the plethora of solutions available, publishers are seeking the best tools to help monetize their audience beyond display advertising. Yet, even as data becomes pervasive, it is also more highly scrutinized than ever before amid growing privacy concerns. The challenge for publishers is to find the right mix of monetization without risking audience exploitation.

The 10 Dumbest Things I’ve Heard This Year

Dan Trombetto — Mon, 08 Aug 2011 16:06:21 -0400

When you deal with a lot of people, along with the brilliant stuff comes very dumb stuff as well. Inexperienced voices should be forgiven but when the big and powerful make appalling statements you have to ask yourself how they ever got their jobs.Here are some of the ones that have left me most incredulous. 10. “CRYPTIC HEADLINES DRIVE SALES.”

Intelligence is Key for Transforming Lead-Gen Efforts

Dan Trombetto — Thu, 14 Jul 2011 11:09:08 -0400

“Taking the $10 lead and turning it into the $100 lead.” I wish I could take credit for that phrase. But, I’d have to defer to Jason Ward, Edgell’s director of lead generation, for opening my eyes to the concept. It’s also become the motto that we, as a company, have used for the last year to rework and re-craft Edgell’s lead generation efforts.

For a Regional Magazine, Print is Still the Main Source of Income

Dan Trombetto — Thu, 16 Jun 2011 08:10:59 -0400

When you read the literature of journalism these days you might think that you must hurry to carve out your place in the digital world. That may be so for newspapers, but it is not so for magazines, particularly not for regional magazines.