The Revenue Room™, by H2K Labs Why Your Next Revenue Stream Isn't More Content - It's Saving Your Audience Time
Mar 12, 2026
David Newkorn, President of PMMI Media Group with 30 years in B2B media and digital transformation, explains shifting from content volume to saving audience time. He discusses rebuilding product taxonomies, creating discovery-driven directories, AI-assisted audience classification, and blending analog personalization with digital tools. Practical revenue and platform strategies for trade-show ecosystems are highlighted.
AI Snips
Chapters
Books
Transcript
Episode notes
Slow Down And Define The Why
- Slow down product development and spend more time on the 'why' before launching new features.
- David's team moved from a hamster-wheel of releases to deliberate prioritization to avoid building products without clear customer value.
A Media Company Owned By Its Industry Association
- PMMI Media was acquired by the trade association PMMI, creating a rare for-profit media unit inside a nonprofit.
- The acquisition helped align media with the industry's largest trade show but required years to break down silos across locations and teams.
Dynamic Audiences Beat Static Lists For Advertisers
- Rotating a dynamic audience discovered from trade-show data proved attractive to advertisers but clashed with legacy print-circulation mechanics.
- A blended approach kept benefits of discovery while retaining direct-request readers for print metrics.
