Nieman Foundation at Harvard
HOME
          
LATEST STORY
Vertical video is becoming more popular, but there’s no consensus on the best way to make it
ABOUT                    SUBSCRIBE
Feb. 18, 2009, 12:36 a.m.

Alan Mutter’s question backfires

Alan Mutter is a former journalist-turned-entrepreneur who writes an excellent blog called Reflections of a Newsosaur, where he takes on various aspects of the newspaper industry from time to time. One of his recent posts, however, tries to make a point about the validity — or necessity — of charging for content online by using author and journalist/blogger Jeff Jarvis as an example. Not only does his post fail to make this case, but it actually winds up making the exact opposite point.

Mutter’s argument, in a nutshell, is that while Jeff Jarvis is telling everyone that they should be giving their content away for nothing, and that “free is a business model,” he himself is selling an old-fashioned book the old-fashioned way — for cash, in other words — as well as a version for the Kindle e-book reader and a video of himself making some of the central points from the book. As Mutter puts it:

Given Jeff’s deeply held belief that content should be free, why is he charging a retail price of $26.99 for his new book?

The central thesis of Jeff’s book, “What Would Google Do?”, seems to be that music, news stories, legal advice and other types of intellectual property should be free to roam the web to create links and communities which, somehow, Providence eventually will monetize.

So, why is Jeff charging $27.99 for the audio version of his new book?

This no doubt seemed like a slam-dunk argument to Alan. After all, as he notes towards the end of his post, Jarvis even admits in his book that he is “a hypocrite” for not just giving his book away online (although it’s worth noting that you can read the entire thing through his publisher’s website, if you so desire). But I think Jarvis is actually a little too hard on himself in that quote, and that Mutter draws almost exactly the wrong conclusion from this case.

Why? A number of commenters on Reflections of a Newsosaur, including my Nieman colleague Tim Windsor, make the same point that occurred to me: Jarvis has been writing about his theories on content online and new business models, and how more companies should think like Google, for months, and possibly even years. He has been giving those ideas and conclusions away virtually for free (apart from some measly Google AdSense dollars) for most of that time. Anyone can get Jeff’s content whenever they want. But if you want it packaged in a nice and convenient way, such as a book (either the regular or the Kindle kind) then you have to pay.

Jarvis’s content giveaway on his blog, as several people have noted (including Jarvis himself, in a comment on Mutter’s post) effectively marketed — and possibly even created a market — for his ideas, both in book form and in the form of consulting gigs and speaking engagements. Those are ways of adding value to that content. While there isn’t a direct corollary with newspapers and other media outlets, the concept is the same: give away content, and then find ways of adding value to it — packaging it in a convenient form, for example, or adding to it in some useful fashion, creating a relationship around it — and then monetize that.

Alan asks the question “What Would Jarvis Do?” in a sarcastic way, but it’s actually not such a bad question after all.

POSTED     Feb. 18, 2009, 12:36 a.m.
SHARE THIS STORY
   
Show comments  
Show tags
 
Join the 15,000 who get the freshest future-of-journalism news in our daily email.
Vertical video is becoming more popular, but there’s no consensus on the best way to make it
Some outlets are turning their cameras sideways. Others are cropping horizontally shot video to fit a vertical screen.
The Christian Science Monitor has a new project to provide more positive takes on global news
An “antidote approach to news.”
Pacific Content’s podcasts are all sponsored by companies — but at least there aren’t any ads
Branded podcasts want to break out of the traditional intrusive model of advertising: “There are no interruptions for two or three minutes in the middle of a story. There are no top and tail ad breaks. There are no coupon codes.”
What to read next
0
tweets
Hot Pod: Charting the outflow of public radio talent to the new for-profit podcast industry
“Nick, you gotta realize: Our jobs are totally made up. I have some ideas as to what her job is going to be, but I have no idea what the day-to-day is going to be.”
0Sports Illustrated’s new app has video “baked into every channel”
“Video is one of the highest priorities we have. We wanted to make it front and center.”
0Quartz sees its readers’ behaviors evolving, so it’s evolving with them: It’s launching its first major app
A Q&A with Quartz publisher Jay Lauf about the business site’s forthcoming app, adblocking, Quartz’s potential sale, and more.
These stories are our most popular on Twitter over the past 30 days.
See all our most recent pieces ➚
Encyclo is our encyclopedia of the future of news, chronicling the key players in journalism’s evolution.
Here are a few of the entries you’ll find in Encyclo.   Get the full Encyclo ➚
Neighborlogs
The Dish
McClatchy
PBS NewsHour
Alaska Dispatch
Futurity
Demand Media
Center for Investigative Reporting
Bloomberg Businessweek
BBC News
La Nación
Investigative Reporting Workshop