Jason Abbate: I want to activate publisher audiences—data, events, direct buys. I’m looking for ideas—every time I call a publisher, I hear about their rate card—that’s not what I want. I will never read your rate card. It all comes down to reaching and activating your audience. When I talk about publisher assets, you have access to audience, and editorial credibility. That’s what I want to buy. I don’t want to buy video, I don’t want your content studio. When I see a white paper, that’s like content marketing from 2009. I want you to do a custom event that we can’t do.  When I see things like content studios, that’s taking money out of my pocket. 

On Wednesday, June 19, Connectiv teams up with ANA Business Marketing to bring leading B2B advertisers, agencies and media and information companies together in New York City for What Goes 'Round: Re-imagining the Media Marketer Relationship in a Digitally Transformed World.

For all the talk of digital transformation, the real transition for many B2B publishers was becoming events companies with media rather than media companies with events. Events typically offered better margins (especially attractive to PE-owners looking to boost revenue then flip for a tidy profit) and didn’t require the headaches of building infrastructure and new skills that digital demanded.