Paul Gillin

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Bidding Fond Farewell to BtoB Magazine

Paul Gillin

I was sad to learn this week that BtoB magazine , which has existed under various brands for nearly 100 years, will be swallowed by Advertising Age at the end of the year. The staff has always been a joy to work with, and BtoB has played a critical role in my own education about the transformation of media.

BtoB 50
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Attack of the Customers: The Pampers Dry Max Crisis

Paul Gillin

In March, 2010, Procter & Gamble announced the most significant technical advance in disposable diapers in a quarter century. By the time of the early 2010 rollout, more than 2 billion unbranded Dry Max diapers had already been sold “without issue,” Fox said. In February, 2010, a visitor began a campaign called “Flood the CPSC!”

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The Changing Rules of B2B Marketing

Paul Gillin

By early 2010, that number was over 5,000. The site is free of advertising and the member list may never be used for promotions. In fact, B2B companies were among the earliest adopters of social media. Yet B2B applications of social media get remarkably little attention.