Make Marketing History

The views of a marketing deviant.

Thursday, June 07, 2007

Monetise The Theft.

No aplogies for quoting Bob Lefsetz again. My background in media industries has meant that I've never legitimised the rampant copyright infringement that exists in web 2.0, but nor have I overlooked the whining reaction of media businesses. As Bob rightly argues, their death is not inevitable.


How come we can’t sell tonnage anymore? Is it the splintering of the audience? The lack of attention to radio? The lack of music on MTV? The raw quality?

All of these.

But first and foremost it’s a refusal to monetize acquisition. Demand didn’t suddenly go down. NO ONE who’s released an album this year has hit this sales figure. Is ALL music suddenly crap? No, I’d say most people are getting their music via P2P, disc burning or hard drive swapping. Is putting DRM on the tracks of PAYING customers solving the problem? OF COURSE NOT! You don’t deal with the criminals by limiting the rights of those who are playing by the rules. It’s just that the rules must encompass everybody. Don’t make stealing harder, monetize the theft.

2 Comments:

Blogger Will said...

Great post. 'Don't make stealing harder, monetize the theft'.

You read this?

http://www.collaboratemarketing.com/modernmarketing/2007/06/why_free_is_big.html#comment-72114662

If not, it's worth a read.. and ties in neatly.

6:47 AM, June 08, 2007  
Blogger kaylen said...

well it's not all p2p that's bringing down album sales. i mean, radio stations, mtv, everything, promotes one song (maybe two) from an album. singles are being promoted. and are usually offered as a free download. why would you buy the album?

11:42 AM, June 08, 2007  

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