Posts Under: Kiplinger

10 Marketing/Renewal Takeaways From SIPA Annual 2019

In a well-attended Pre-Con Workshop on Day One of SIPA Annual 2019, Arno Langbehn, CEO, B. Behr's Verlag GmbH & Co. KG, covered Steve Jobs—"It's not the customer's job to know what he wants"—superheroes (well, kind of, "The hero is the customer," Langbehn said)—Groundhog Day (the film and the idea of using the information that you know to sell)—and ponchos ($5 when dry, $20 when it's raining—strike when something's hot). 


Micropayments Can Lead to Some Profitable Outcomes

The Winnipeg Free Press is about a year into their pay-per-article model and they are selling about 892,000 articles per month. That's significant. Add two other outcomes, lead generation—look at all those new readers who are paying for content—and knowing what topics most interest your readers, and it's a worthwhile initiative.   Micropayments have been on the table for a while now. Walter Isaacson, the much-acclaimed author, wrote this not too long ago: "An easy micropayment system for digital content could help save journalism... In my book, The Innovators, I report on how the creators of the web envisioned protocols that would allow digital payments, and I argue that this would benefit individual artists, writers, bloggers, game-makers, musicians, and entrepreneurs."   Knight Kiplinger spoke about them at the 2010 SIPA Annual conference. "Young people do pay per drink," Kiplinger's editor-in-chief said. "If they pay $1 for a song, they ...