As One Chapter Closes: Lessons From a Career in B2B Publishing
Inside this Article
- Industry publishers play a critical role in protecting technical integrity and audience trust in B2B markets.
- Digital transformation reshaped how coatings content is delivered, accelerated by the COVID-19 pandemic.
- Long-term success in B2B media depends on aligning content strategy with evolving industry needs.
- Editorial independence remains foundational to credibility in technical industries.
As B2B publishing continues to evolve alongside the coatings industry, few perspectives are as valuable as those shaped over decades of industry exposure. In a recent episode of PCI’s podcast, longtime PCI and Adhesives and Sealants Magazine (ASI) publisher Tom Fowler reflected on his career path, his philosophy on editorial integrity and the transformations that reshaped how technical content reaches its audience
Fowler’s career began in newspapers, where early exposure to both editorial and business operations shaped his understanding of how content and culture intersect. That foundation carried into B2B publishing across multiple industries, including metals, medical publishing, and ultimately paint, coatings, adhesives and sealants.
Why Editorial Independence Still Matters
One theme that surfaced repeatedly throughout the conversation was the importance of protecting editorial decision-making. In technical B2B markets, credibility depends on serving the audience first, even when commercial pressures exist.
Fowler emphasized that publishers play a key role in setting tone and culture across an organization, not by directing daily editorial decisions but by ensuring those decisions remain aligned with audience needs.
Digital Acceleration and Its Lasting Impact
Fowler was at the helm of PCI and ASI when the COVID-19 pandemic hit. While digital initiatives were already underway prior to 2020, he and his team could never had imagined the dramatic acceleration that had to take place. Transitioning to a digital magazine, expanding digital coverage and managing what were supposed to be in-person events were just a few of the challenges of that time period.
The digital shift was necessary to preserve readership but also allowed for some creativity. It was during this time period that Fowler and his team realized that initiatives such as Paint and Coatings Academy could offer a real benefit to our global audience, in a format that didn’t seem attractive pre-pandemic. What began as an adaptive response ultimately became a permanent extension of PCI’s educational mission.
Beyond publishing, Fowler highlighted the importance of in-person engagement through industry events. Conferences such as CTT provide opportunities to connect directly with formulators, suppliers and manufacturers, offering insight that cannot be gained from behind a desk.
Looking Ahead: Embracing Change With Editorial Judgment
As the industry continues to face rapid technological change, including increased use of artificial intelligence, Fowler stressed the continued need for human editorial judgment. While new tools can enhance efficiency and analysis, understanding what information the industry truly needs remains a fundamentally editorial responsibility.
Change, he noted, is inevitable. Navigating it successfully requires balancing innovation with the core principles that build trust over time.
Listen to the full episode here or on our dedicated podcast page:
BNP Media
- Listen for Tom Fowler’s recollection of the day a major industry event was abruptly canceled and how the team responded under pressure (around 9:45).
- Listen for his candid reflections on stepping away from a decades-long publishing career and what that transition feels like (around 21:20).
- Listen for his perspective on how artificial intelligence may support, but not replace, editorial judgment in B2B publishing (around 20:00).
Listen to more Coat It! episodes here.
Looking for a reprint of this article?
From high-res PDFs to custom plaques, order your copy today!
