B2B, Events

How Parking Today rebooted an industry event to facilitate making connections

Alisa Cromer November 8, 2025

When Kevin Uhlenhaker, CEO and publisher, purchased Parking Today, in 2023, the event strategy for their signature event, Parking Industry Expo, or PIE, needed a reboot.

Not only had the event programming dulled over 23 years, but it was also eclipsed by two much larger events run by the industry’s trade associations.

As a software developer who had been a vendor to the parking lot industry, Uhlenhaker was new to publishing but had attended many industry events and thought he knew what was needed.

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Categories: B2B, Events

How he did it: Interview with James Cridland, founder of Podnews.net

James Cridland has built a $600,000+ one person media company that he runs part-time. Here’s how he does it.

Alisa Cromer January 6, 2024

Niche Media Events Starter Kit

All the basics needed for a niche media to create a staff-managed event. This guide address staffing, ticket pricing, booth and sponsorship sales, with examples from the field. It also includes downloadable materials you can use and edit, including an event p&l, merchant contract, merchant packet and day-of-event checklist. Please join as a member to access this report and other practical resources to grow revenues in the resource center.

Alisa Cromer August 16, 2023

Case study: Reverse Expo Adds $40,000 to B2B events

A reverse expo can add $40,000 or more to some B2B events, according to a case study from MD Publishing, whose six events are responsible for a large share of company revenues. Here’s how they did it.

MD Publishing's mission is to keep medical equipment professionals and healthcare employees up-to-date on industry news. It serves three niche verticals: biomedical engineers, nurses, perioperative professionals, and imaging directors and managers. Four glossy publications generate approximately 50% of their annual revenue, but this company also provides six conferences, three webinar series, and consulting services. Here’s their formula that turned speed dating-style reverse expos into revenues (Please become a member to continue reading).

Alisa Cromer June 15, 2023

Parking Today revamps its Buyer’s Guide

Buyers' Guides are increasingly important for niche media.

They are appreciated by audiences, provide a gateway drug to larger sales, but also provide a DIY upsell without a conversation with a sales rep or production costs.

Increasingly listings are being turned into landing pages with smart features.

One of the most interesting "revamps" comes from a 28-year-old print magazine, Parking Today, purchased last year by Kevin Uhlenhaker, a technology entrepreneur.

When fully developed, advertisers will be able to contact users who even hover over their profile.

Alisa Cromer April 27, 2025

With 12 revenue models, which combinations work?

There are almost as many business models as there are media sectors, well beyond the first three most common: Advertising, Subscriptions, and Events. Many have…

Alisa Cromer January 5, 2023

Niche Revenue Benchmarks: Key Findings and Growth Opportunities

The 2025 Niche Revenue Benchmark report gives new metrics for rev@employee and title, plus the five top opportunities for niche publishers, and key tips from over-performers. Think you know niche media? This report will keep you up to date on where the industry is headed, with links to case studies on publishers who are overperforming. Leave with practical strategies to grow the most valuable revenue streams.

Alisa Cromer January 3, 2024

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