Industry Dive has become one of the most admired audience models in B2B publishing — particularly for its disciplined focus on newsletters, trust with readers, and a clear understanding of what audience products are meant to do.

In this conversation, Sondra shares how her team approaches growth and retention in a media environment where distribution is volatile, search is shifting, and audience data is increasingly fragmented.

The discussion explores:

• Why newsletters remain one of the most durable advantages in B2B publishing

• The difference between meaningful audience KPIs and vanity metrics

• How AI-driven search and platform shifts are changing acquisition strategy

• What behaviors signal a “sticky” reader relationship — and how retention is built intentionally

• How audience leaders work across editorial, product, and revenue teams without breaking trust

• How the audience leadership role has evolved from channel operator to systems builder

For media leaders navigating a more complex distribution landscape, this episode offers a practical look at how audience strategy is evolving — and what it takes to build a durable audience engine across channels, products, and teams.

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Megan draws from her unique experience on both sides of the industry—leading brand and publishing strategy for titles like CR Fashion Book, Fantastic Man, and Interview, and co-founding Case Sensitive, a thought-leadership event exploring the future of print.

We unpack how she’s helping publishers and brands design smarter ecosystems where print and digital actually strengthen each other—and why a new generation, including Gen Z, is rediscovering print as a medium for meaning, connection, and belonging.

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rewriting the rules on trust, consent, and data governance. In this captivating episode of

Audience Architect, host Amanda Landsaw, of EndeavorB2B, is joined by Bettina L. Lippisch of

Omeda and Karl Herbert Grabbi of Credo AI to explore what trustworthy AI looks like in practice.

From demystifying GenAI and agentic AI to navigating risks, frameworks, and organizational

accountability, we unpack how leaders and employees can harness AI’s power without losing

sight of ethics, compliance, or value. Whether you’re building smarter campaigns or smarter

products, this is your roadmap to impactful, yet responsible AI use.

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We explore:

• How U.S.–Canada trade friction is impacting media
• Strategies for audience development and omni-channel growth
• How to thrive in a fractured attention economy

Whether you're in publishing, marketing, or media strategy, this episode is packed with forward-looking insights and real-world leadership lessons.

🎧 Available on demand now.

#publishing #media #B2B #MACMA #audiencedevelopment #ScottJamieson #marketingstrategy #trends

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SHOW NOTE:

Sheena Hakimian is not only a seasoned leader in digital consumer marketing but also a certified life and career coach dedicated to empowering individuals to build confidence and achieve their goals. Through her coaching business, Sheena provides personalized guidance to help clients navigate career transitions, enhance professional growth, and unlock their full potential. Her holistic approach combines actionable strategies with deep empathy, making her a trusted partner for those seeking meaningful change in their personal and professional lives. Explore more about her coaching services and subscribe to her insightful newsletter at sheenahakimian.com.

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In this casual conversation we discuss how organizations can harness the power of data and derive insights from that data to fuel audience growth and engagement.

We discuss topics such as identifying unknown website visitors, creating frictionless data acquisition journeys and how to leverage data to turn users into deeply engaged power users.

Being able to harness the power of data and correctly interpret its signals is a crucial step to understanding your audience and building a proper relationship with those individuals.

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AnnMarie, Rob, and Amanda explore emerging technologies that empower publishers and media companies to deliver personalized experiences while prioritizing privacy. They delve into contextual targeting and zero-knowledge proofs and discuss how audience exclusion and lookalike modeling can enhance targeting and engagement.

They cover first-party data strategies, emphasizing user consent and industry collaboration for privacy best practices. Learn about engaging high-value audiences, reducing churn, and implementing these changes within your organization, including sales team integration and data-driven decision-making.

They also discuss the importance of leadership buy-in and cross-departmental collaboration to align on privacy-compliant data strategies. Throughout, they highlight the ethical imperative for prioritizing user privacy to achieve better business and audience outcomes.

Host:

Amanda Landsaw

Vice President, Audience Development

Endeavor Business Media

(26) Amanda Landsaw | LinkedIn

Guests:

AnnMarie Wills

CEO & Co-Founder

Leverage Lab

(26) AnnMarie Wills | LinkedIn

Rob McLaughlin

Founder & CEO

Audiences

(26) Rob McLaughlin | LinkedIn

Mentioned in the episode:

International Association of Privacy Professionals (iapp.org)

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Dive deep into the art of community building as Madeleine reveals innovative strategies for fostering genuine connections, from WhatsApp groups to real-name commenting policies. Learn how to strike the delicate balance between reader engagement and monetization through dynamic paywalls and personalized journeys, adapting to cultural differences across global markets. Madeleine unpacks the concept of the "value exchange," explaining how to tailor "frustration" levels to individual reader engagement for optimal conversion. Discover the power of registration walls and newsletter strategies in building a known audience, and how to leverage community contributions to enrich your content.

Throughout the episode, Madeleine emphasizes the importance of experimentation, maintaining a "beginner's mindset," and fostering cross-team collaboration to break down organizational silos. She also offers a refreshing perspective on the industry's future, focusing on solutions and innovations rather than dwelling on challenges. 

Whether you're a seasoned publisher or new to the field, this episode provides a comprehensive toolkit for thriving in the digital publishing landscape. Join us for an inspiring discussion that will leave you energized and equipped to tackle the evolving world of audience engagement and monetization.

Check out The Audiencers: https://theaudiencers.com/

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In this episode, host Mike Bennett sits down with Tahnee Perry, a seasoned marketing and brand strategist with over 20 years of experience across SaaS, retail, research, and travel industries. Tahnee is the visionary behind 'Zero to Unicorn,' the #1 AI and marketing newsletter, known for her innovative strategies and exceptional team-building skills.

We explore the concept of 'Zero Click Search'—where users get their answers directly from the search results page without clicking through to a website. Tahnee breaks down the different forms zero click search can take, such as featured snippets, knowledge panels, rich answers, and carousels, and explains why this trend is significant for publishers and content marketers.

Learn about the potential impacts of zero click search, including loss of traffic and revenue, and discover strategies to optimize your content to drive traffic despite this trend. Tahnee shares tips on focusing on long-tail keywords, improving page experience, leveraging multimedia, and the ongoing importance of EEAT—Expertise, Experience, Authority, and Trustworthiness. Plus, we discuss alternative methods to mitigate the effects of zero click search.

Join us for an engaging discussion packed with valuable insights and practical tips for navigating the ever-evolving media and publishing landscape.

Guest:

• Tahnee Perry, Marketing and Brand Strategist, Creator of 'Zero to Unicorn'

Host:

• Mike Bennett

Tune in for expert insights and stay ahead in the ever-evolving media landscape!

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In episode #10, Joetta shared her extensive experience in integrating first-party data into advertising partnerships and primary research initiatives, providing insights that drive product, editorial, and brand strategies at Dotdash Meredith. We'll explore how her team is navigating the challenges posed by the end of third-party cookies, the dynamics of new partnerships like those with Amazon in the exciting d/Cipher ad-enabling product, and the role of data in connecting content to the 'moment of need' for users.

This episode is packed with discussions on the transformation of media insights in the digital age, the critical role of data in shaping business strategies, and the innovative ways Dotdash Meredith is setting industry standards. Whether you're a data scientist, audience marketing professional, or just passionate about the future of digital media, this conversation with Joetta Gobell will provide valuable insights into the art and science of audience engagement. Join us to discover how data isn't just about numbers—it's about building communities, enhancing value, and fighting attrition in today's fast-paced world.

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Hear Ryan's unique approach to fostering collaboration within newsrooms on a near-daily basis. Listeners will be treated to an insider's perspective on the fresh fundamentals of newsletter performance, the pivotal role of evolving social media platforms, including the significance of Reddit in the current media ecosystem. Ryan candidly discusses the importance of experimentation in audience development, sharing his journey through the evolution of his role and the lessons learned along the way-and highlighting innovations like Smart Brevity at Axios.

Adding a personal touch to the episode, Ryan recounts his quest for the best breakfast sandwich in Washington DC, revealing the unexpected reactions it sparked. "Audience Architect - Episode 9" is a treasure trove of stories, strategies, and secrets that anyone interested in media, audience engagement, and the future of news will find invaluable. Join Carla and Ryan for an enlightening session that promises to inspire, educate, and entertain.

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Today, Ronda dives into the evolving role of Audience Development professionals in the ideation, development, launch, and success of new products. From breaking down silos in the ideas room to leveraging audience data in shaping product strategies, she shares invaluable insights on the intersection of audience engagement and successful product development. Join us as Ronda discusses the unique value of audience development in productization, data-driven strategies, collaboration across teams, and the future vision for audience-driven products in advertising and sponsorship solutions. This episode is a must-listen for anyone looking to understand the critical role of audience engagement in the lifecycle of product development.

Ronda Hughes: (24) Ronda Hughes | LinkedIn

IronMarkets Publisher: IRONMARKETS - B2B Media & Business Engagement Platform

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In today's episode, we're thrilled to host Peter Houston, a veteran media expert, publisher, and co-founder of The Grub Street Journal. Peter brings a decade of experience from Flipping Pages Media Ltd and insights from co-hosting Media Voices, a podcast examining the media world's trends. We run to ground the counterintuitive revival of print magazine media, discussing The Grub Street Journal's journey, its advocacy for slow journalism, and the future of print in an increasingly digital age.

Join us as we explore how magazines may find their unique place in the luxury and nostalgia strata of media brands (clue: reinvention is a must). Peter also shares personal stories from The Grub Street Journal, business model experimentation, the budding magazine scene in the UK, advice for aspiring writers, and his broader thoughts on audience engagement, podcasting, and his take on AI and trending topics in the publishing industry. Tune in for this fun, inspiring and thought provoking conversation with Peter.

Contact Peter: https://www.linkedin.com/in/phousty/

Mentioned in the Podcast:

• The Paper - pub for gen z and millenials about life in Wales - https://thepaper.bigcartel.com/
• The Tonic Magazine - self described as a heady cocktail of drink, travel, and adventure - https://thetonicmag.com/
• FIPP Future of Print report - you may be shocked how high a percentage of revenue print still constitutes - https://www.fipp.com/news/mapping-the-world-of-print/
• Racquet Magazine - about what else, tennis! - https://racquetmag.com/
• Delayed Gratification - a media brand that reinvented their magazine (as a quarterly) - https://www.slow-journalism.com/

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Please note that this episode was recorded live at the event, so while the audio quality may be a bit less polished than usual, the richness of the conversation more than makes up for it. We appreciate your understanding and hope you enjoy this insightful episode!

Join us as we explore the pivotal themes and insights from the event’s speakers and sessions. The focus of our discussion is on what publishers can do to reconnect with their readers. We dissect the shift from audience-based models to community-centric metrics, uncovering what this paradigm shift means for the future of publishing.

James shares his expert perspective on the challenges and opportunities facing media and publishing on a global scale. Our conversation spans a variety of critical topics, including revenue diversification, the nuances of multichannel content distribution, and the intricacies of mining content consumption and intention data. We also touch upon the implications of privacy concerns, the transformative role of artificial intelligence in the industry, and strategies for nurturing young audiences, particularly "Generation A (Alpha)".

As James prepares to transition from his role at FIPP to join the Public Relations and Communications Association (PRCA) at the end of January 2024, he leaves us with some valuable resources and recommendations. He suggests "Traffic" by Ben Smith (https://bit.ly/47XifMM) for an engaging read and highlights Lucy Kueng’s report "Hearts and Minds: Harnessing Leadership, Culture, and Talent to Really Go Digital" (Read the Report). Additionally, he endorses the Media Voices podcast by Peter Houston (Listen Here) for further industry insights.

Don't miss this episode packed with thought-provoking discussions and key takeaways for anyone interested in the evolving landscape of media and publishing.

You can reach James at james@fipp.com for further insights until his departure from FIPP.

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Learn more About Carla/Contact Her:

CarlaZanoni.com

CarlaZanoni@gmail.com

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So, why is there so much buzz around ‘intent’ data? At its essence, intent data unravels the intricate tapestry of audience or user behaviors, their frequency of engagements, preferred channels, and aligns it with demographics. This alignment allows us to predict, with greater accuracy than ever before, an individual's likelihood to purchase specific products or services pitched by advertisers. Many B2B media publishers and events companies are now presenting this innovative tool to their advertisers, and it's rapidly becoming a cornerstone of audience development strategies.

This episode's special guest is Len Roberto, a name synonymous with product innovation and forward-thinking strategies in the world of data-driven audience development, Len has been at the forefront of the intent data revolution. With a career spanning nearly 30 years working in companies like Informa, Northstar, George Little Mgmt, Canon, Penton, Wicks Business Information, starting out in B2B old school print circulation in 1995 - Len has not only witnessed but actively shaped the transition towards a more predictive and intelligent way of understanding and monetizing audience behavior.

Most recently Len has been employed in the division of Informa Markets known as Qualifi, an intent-data based service. He will go deep on the Qualifi story in this episode.

EPISODE RESOURCES

• Contact Len Roberto - lenroberto2112@gmail.com
• Qualifi website - https://www.qualifi.ai/en/home.html
• Forrester Wave Report - B2B Intent Providers Q2 2023 https://reprints2.forrester.com/#/assets/2/771/RES178498/report

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Caitlin McCluskey-Fitch is a seasoned digital analytics professional with a passion for data visualization and storytelling. Throughout her career, she's collaborated with major organizations like Tinuiti, Evolytics, and Cardinal Path, guiding data-driven decisions and spearheading various analytics initiatives. With expertise spanning Google Analytics, Tableau, and Looker Studio, Caitlin has consistently demonstrated her aptitude for transforming data into actionable insights.

Connect with her on Twitter at @CaitlinMarieMcc or via email at caitlin.m.mccluskey@gmail.com

Resources mentioned in this episode:

• GA4 Training Guide & Support - https://bit.ly/3sB3PTj
• Expert Krista Seiden GA Training - https://academy.ksdigital.co/courses/ga4-course1

Episode feedback welcome to me at bml0217@gmail.com; Bill Levine

Podcast production: Camilo Duque, Victtoria Records - cdmcamilo@gmail.com

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For our inaugural and this second episode, we’ve chosen a topic that is not just a trend, but a revolution – The impact of Artificial Intelligence on the publishing, media, and news industries. 

In our inaugural episode, we talked to Greg Krehbiel, a publishing industry expert and thought leader, to get a wide lens perspective on the impact of AI on our industries; this week I’m thrilled that we’ll move the conversation to the corner office and talk to Paul Miller, CEO of Questex.  

We've got a special guest who's right at the heart of these fascinating changes. He's the CEO of Questex, Paul Miller, a key player in the events and publishing industry.

Paul is a forward-thinking leader with a keen ability and track record of growing businesses, having led and grown businesses with revenues ranging from $30 to $250 million in both privately and publicly held companies.

Before leading Questex, Paul Miller held key positions in several major companies. He was the President of Informa's Industry & Infrastructure Intelligence and Penton's Industry Group, managing diverse portfolios across multiple markets. At UBM, he held numerous managerial roles, concluding as CEO of UBM Tech where he spearheaded digital and international expansion. His career kicked off with Reed Business Information.

Paul's unique position gives him insightful perspectives on how AI might be shaping our industry's future.

Audience Architect is a content service of MACMA – The Media Audience and Content Marketer’s Association. Supercharge your career with MACMA's paid membership - connect with industry experts, thought leaders, and like-minded professionals, expand your knowledge, and stay ahead with networking events, webinars, and conferences. Join MACMA today for unparalleled value and professional growth.

Write me with your feedback on the show and topic ideas for future episodes – Bill Levine – bml0217@gmail.com

My producer of this show is Camilo Duque of Victtoria Records Medellin – available to produce your podcast, music, videos and provide consultation and guidance at cdmcamilo@gmail.com

Show Links:

www.the-macma.org/about-us

https://questex.com/

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For our inaugural episode, we’ve chosen a topic that is not just a trend, but a revolution – The impact of Artificial Intelligence on the publishing, media, and news industries.

What better way to explore this topic than with an expert in the field! In this episode, our esteemed guest is Mr. Greg Krehbiel.  Greg runs the Krehbiel Group whose raison d'être is to solve technology, strategy, operations, and process problems for publishers and others. His expertise includes Customer Data Platforms, acquisition and retention, e-commerce, RFPs, fulfillment, and project management.

Greg has decades of experience in content creation, and has worked extensively on publishing and marketing operations, and in related technologies. He writes a lot and often about publishing, and he has a daily podcast called “Something I Learned Yesterday”.

Over the course of this episode, we’ll delve into how publishers and media houses can adapt to this wave of change, the ethical considerations, and the infinite possibilities that AI and Chatbots offer to create more dynamic and personalized experiences for audiences.

Audience Architect is a content service of MACMA – The Media Audience and Content Marketer’s Association. Supercharge your career with MACMA's paid membership - connect with industry experts, thought leaders, and like-minded professionals, expand your knowledge, and stay ahead with networking events, webinars, and conferences. Join MACMA today for unparalleled value and professional growth.

Write me with your feedback on the show and topic ideas for future episodes – Bill Levine – bml0217@gmail.com

The phenomenal producer of this show is Camilo Duque of Victtoria Records Medellin – available to produce your podcast, music, videos and provide consultation and guidance at cdmcamilo@gmail.com

Show Links:

www.the-macma.org/about-us

https://krehbielgroup.com/

https://chat.openai.com/

https://skift.com/

https://martech.org/

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