From Crisis to Innovation: How Authenticity and AI Are Reshaping B2B Publishing and Field Service

Kris Oldland | UNSCRIPTED Ep. 374 "In a world of AI slop, authenticity is rising to the floor." In this episode of UNSCRIPTED, Sarah Nicastro sits down with Kris Oldland, Managing Director of 1927 Media and former founder of Field Service News. Kris sold Field Service News to Copperberg in late 2023 after thirteen years — a decision that was as much about external circumstance as it was about choice. He spent the following months doing something most people in media don't get to do: stepping back, thinking clearly, and building something genuinely new. What emerged is a platform that challenges the fundamental assumptions of B2B publishing — treating readers as partners rather than commodities, and connecting buyers and solution providers in a way that feels honest on both sides. In this conversation, Sarah and Kris cover: • The story behind selling Field Service News — what happened, what he learned, and what it cost emotionally • Why authenticity is becoming a competitive advantage as AI-generated content floods professional media • What Kris observed about the field service industry during his time away — and why so many conversations still haven't moved on • His view on AI in field service: the technology isn't new, but the accessibility has changed everything • The B2B publishing model Kris believes is broken — and the 5x5 portfolio platform he's built to fix it • Why 85% of buyers complete most of their research before speaking to anyone — and what that means for how solution providers should think about content • Generative Engine Optimisation (GEO) — what it is and why it matters more than traditional SEO now • The 1927 Media platform: 10 focused titles, 178+ articles at launch, AI-powered search, and a model built on mutual value • Why he'll never use AI to write — but uses it for everything else A genuinely honest conversation about crisis, rebuilding, authenticity, and what a smarter B2B media model actually looks like. 🌐 Visit us at futureoffieldservice.com 📩 Subscribe to The INSIDER: futureoffieldservice.com/the-insider