See you in New York
I'll be in New York October 5–9 for Advertising Week, and I'm keeping my calendar open for publishers. If you run marketing services, a content studio, a lead gen business or product at a B2B publisher, I'd love to buy you a coffee.
I'm not coming just for the panels. We've been building something at Edisource for publishers, and this is the first time we're talking about it outside a small circle.
Lead gen has a proof problem
Publishers know their audiences better than anyone: who reads what, which topics they follow, which events they show up for. But most lead products don't reflect any of that. Advertisers get a list of names and one shared asset, and they're less willing to pay a premium for it every year.
Budgets are coming back, but every dollar now faces more scrutiny. The publishers who win that spend will be the ones who can prove attention, not just deliver contacts.
What we're building
Edisense is Edisource's new hyper-personalized lead gen platform for publishers. It turns what you already know about your audience into content that feels written for each reader, delivered under your brand rather than an unfamiliar sponsor's. Then it shows advertisers exactly who engaged, not just who filled in a form.
It's already being trialed with several event cos and publishers. Because the content is personalized down to the individual reader, they're charging 2-2.5X their usual CPLs on lead gen campaigns.
Your team stays in control the whole way: nothing goes out without your review.
A small first wave
Between now and the end of the year, we're opening Edisense to a small group of pilot publishers. We're keeping the group small on purpose, because we'll work closely with each partner to launch their first programs and get the results right.
Publishers in this first wave will be automatically whitelisted for full access when we launch publicly. No waitlist, no reapplying. Once the pilot spots are filled, the next openings will be available at public launch in waves as we onboard more capacity.
Let's meet
If this sounds relevant, grab a time while I'm in town with my calendar link.
We can meet at our space at 321 W 38th St, stop by for an office visit, or grab coffee. If your Advertising Week calendar is already packed, reply and we'll set up a call instead.
See you in New York.
