Sunday, July 05, 2009

Yelvington lays down the law on free - some people have learnt it; others have forgotten

Consumers will actually make content purchases when they are confronted with many free options. Over the last 15 years, this assumption has been demonstrated to be false in digital paid-content experiments by newspapers all over the world. The numbers of consumers so inclined aren't great enough to sustain a business of significant scale. This idea persists primarily because so many newspaper people are deeply ignorant of what's been going on in their own companies, and because digital people generally lose power struggles with print people. Almost everyone I know who ran a paid-content online media experiment no longer works for the company where they tried it. Those companies are now largely ignorant of their own histories.

From Yelvington.

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