INM: Impact




Changing the Business Case for Content

02/28/08

Changing the Business Case for Content
12:09:22 pm, by Jack Peters Email

First, Harper Collins came out with an announcement that it would offer free electronic editions of some titles online. Then author Suze Orman’s announced on Oprah that she would be offering a limited number of free copies of her latest title on the Oprah website. Now Yale University Press is the next publisher to get on board with free electronic titles.

Why the sudden push toward giving away content? One reason may be tied to the decline that’s happening with traditional advertising models. Businesses are shifting advertising away from radio, newspaper, magazine, and even TV ads and are moving funds into new models of promotion, including using ad dollars to cover the cost of giving away some products to drive up interest in others.

Author Chris Anderson, famous for his book "The Long Tail", expands upon this new trend in his upcoming book, which he plans to make available for free (or as free as his publisher will allow). Check out the free 6,000 word preview of his book "Free: Why $0.00 is the Future of Business" in this month's Wired Magazine.

tags: free content, harper collins, oprah, long tail, chris anderson

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Comment from: Attin [Visitor] Email · http://www.myblogspan.com/
Forecasters disagree about advertising spending in 2008. UBS, a bank, predicts that expenditure on ads will increase by 5%, whereas Goldman Sachs, a rival, forecasts that it will decline by as much as 5%.
PermalinkPermalink 03/29/08 @ 02:30
Comment from: Andrea Simmons [Member] Email
Yes, there is some difference of opinion on this topic. It depends on the type of advertising and on the industry. Online ads are holding firm for now, while traditional advertising is leveling off and expected to decline in most sectors. General consensus is that 2008 will be okay, due to the Olympics and the US Election, but for 2009, the forecast is a bit grim.
PermalinkPermalink 03/31/08 @ 10:06

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Impact, a blog by Integration New Media, Inc. (INM), explores the effect of technology on your business. With an emphasis on user experience, discussions revolve around emerging technology, rich internet applications (RIAs), open source solutions and more.

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In: Changing the Business Case for Content
By: Andrea Simmons
Yes, there is some difference of opinion on this topic. It depends on the type of advertising and on the industry. Online ads are holding firm for now, while traditional advertising is leveling off and expected to decline in most sectors. General consensus is that 2008 will be okay, due to the Olympics and the US Election, but for 2009, the forecast is a bit grim.
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Forecasters disagree about advertising spending in 2008. UBS, a bank, predicts that expenditure on ads will increase by 5%, whereas Goldman Sachs, a rival, forecasts that it will decline by as much as 5%.
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