Free by Chris Anderson

Author:Chris Anderson [Anderson, Chris]
Language: eng
Format: epub, mobi
Tags: General, Social aspects, Technology & Engineering, Social Science, Economics, Business & Economics, Popular Culture, Marketing
ISBN: 9781905211494
Publisher: Random House UK Ltd
Published: 2010-05-01T22:36:22+00:00

HOW NEW MEDIA CHANGES OLD MEDIA

One of the interesting things about the ad-supported free model is that it was actually on the decline in the traditional media business. As television moved from free over-the-air broadcast to cable, which is paid, content was increasingly supported by a mélange of revenue streams, including syndication and cable license fees that had little to do with advertising. Even radio, in the form of satellite radio, was moving to a mix of direct subscriptions and advertising. It was starting to look more like the print media business, which mixes subscription and newsstand sales with advertising revenues.

But the rise of the Web reversed that. After a few years of online experiments with asking people to pay for content, it became clear to almost everyone that fighting digital economics wasn’t going to work, and free won. Not only that, but the price expectations set online began to leak offline, too.

Newspapers realized that the Google generation might not adopt their parents’ habit of paying for a print daily, so they introduced free newspapers aimed at young adults and handed out on street corners and subways. Other newspapers kept their price but bundled free giveaways, from silverware to music. As the rest of the newspaper industry declined, free newspapers became a solitary beacon of hope, growing 20 percent a year (mostly in Europe) and accounting for 7 percent of total newspaper circulation in 2007.

Meanwhile, broadcast television viewership seems to have peaked, at least with the sought-after eighteen-to-twenty-four-year-old viewers, who are increasingly watching clips or even full shows for free online, on YouTube or Hulu. Broadband is the new free-to-air broadcast, and the premium cable lock on the viewer now appears to be eroding.

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