wasn't this the genius behind the fashion tidal wave of the Bikini?

Justin:

Thanks for your post. First, I agree that making content easier to find and share is important -- especially if you want people to be able to consume it in ways that make sense for them.

However, let's be careful not to take the free content movement too far. Let me respond to some of your points in detail.

Re: driving people back to a Website for more: What's wrong with providing people with a snippet of information and asking them to visit a Website to get the rest of the content? It only takes a few seconds to click on a link. If the content provider does not get visitors to his/her Website, how do you expect them to continue pushing out valuable information, especially if they sell advertising based on raw impressions? Are they supposed to keep their operation running with good will? Sorry, content costs money to produce and someone has to pay. If not you, then an advertiser.

What about asking people to register to get information? Sure, many white papers are nothing but advertisements covered with a thin veneer of research. But, if you think the content is valuable, what's wrong with giving your e-mail address in exchange? At least the creator of the content can see if people actually care enough about the white paper to read it. And, they have to generate leads in order to stay in business. It's a win-win and all you need to do is give your e-mail address. Hey, leave a fake or spam-only one if you really don't want to be bothered.

Don't get me wrong. I'm a strong believer in the power of giving away free content. However, there comes a point when you have to ask yourself: how am I going to generate revenue so that I can stay in business? Good will and accolades aren't enough.

If people creating original content piss off people like you by putting up a few barriers or roadblocks, but succeed in creating meaningful value exchanges with those who will appreciate and perhaps buy their thinking, so be it.

That's my opinion. Take it or leave it.

Fard,

I feel this model is outdated at best. Again, by forcing people to click to your site, you are creating a barrier. A barrier some will cross, sure. But they are an impression - they may very well be likely to read your content and skip away.

No, I do believe there are better ways to do this. As I gave the example, for instance. Mashable doesn't make me leave my reader, and I often post links to their site, which drives non-Google Reader readers to the page.

And in addition, an email address is fine. Though a bit cheap. Give them the file for free and that's a faith-based initiative. They may come back if they're impressed by what you say. Or drive other people to you. When I'm asked for an email address, I sometimes turn away thinking, "well, this will open the SPAM gates, for sure."

Find another way to make money, is my argument. Your content should be free and floating, spreading like wildfire, not kept behind lock and key and guarded by a digital dragon.

JR

Fard-

Hello I am 34 (just for demographic purposes).

I just read my first book on my iPhone, it was free, I enjoyed it, and now I have purchased my first eBook as a result, your talking about a man who treasures even the smell of a hardback. Why did I buy it, because I got one for free the content was good and I wanted more.

I got the NY Times app for free and now I have a weekend subscription. Why the content was good and I wanted more of it and in the way I wanted it. During the week I want it on the screen, on the weekends in bed with coffee.

I got the WSJ app, loved it, more than the NY Times. Murdoch canned the free app, I erased it. I got a deal in the mail for daily subscription to the WSJ less than my weekend subscription to the Times.... went right in the trash. No way would I want to give my money to someone who keeps information from people.

There are lots of people like me, and more each day, everyone younger than I for sure.

People think the music industry has tanked, and it has, but did you know that the wages of musicians have gone up?

How are they doing it? You might want to check my post "Free CDs, Free Tools: Success Google Style" for real first hand examples of how to make money off of free.

http://j.mp/2irTnj

There have been even more recent posts on the same idea that I have seen. If you check my google reader, you'll find them marked there.

The problem is not making money, the problem is out of date business models. There is plenty of money to be made everyday, however how to make it is changing and so should we.

Here is a very quick story:

1. worked for a very important literary journal (left unnamed out of respect)
2. reader/contributor base was monitored by the obituary section, so as to not waste money sending things to dead people.
3. young talented writers were turned away, why? because the reader base wouldn't like new fresh writing.
4. young talented writers posted their work on line
5. the review is now out of business
6. I have stayed in touch with a couple of the young writers who submitted, and they are now onto their 3 and 4 book deals.

I think the one question whether you agree with Justin or not should be this: Would you rather be well known for great thinking and insight, a voice of authority and point of reference, or would you rather have a small email list and follow the Unnamed Dead Journal above?

Stay in touch, we can all do this together!

jesse

JR, Jesse:

Thanks for your comments.

Let me reiterate that I don't believe content should be locked behind significant barriers. In fact, I am an adherent to the let content be free religion and have been for many, many years.

Let me give you a few examples:

1. Back in 2006 my firm Envision Solutions published a e-book focusing on social media and healthcare. To date its been downloaded thousands of times and is still our most popular publication. Recently, we put a registration requirement on the publication. It's still being downloaded every day of the week.

2. I wrote a blog for 5 years filled with (what I think) is great content and insight, which was named one of the top English-language health blogs in the world. Free content helped to build my reputation.

3. This year, I founded a movement, called the Path of the Blue Eye Project, for health marketing communications professionals. We commissioned and released a custom comic (with no registration barriers) for the project which has helped to spread word about the movement around the world and attracted hundreds of highly qualified individuals to the cause.

4. We are going to be shortly introducing an online community (it's in beta right now) for the project. It's filled with HUNDREDS of case studies, articles data summaries and other content. When the community is released, all of this stuff is going to be made available free of charge, with no barriers to entry.

As you can see, I get the value of free content. It's helped build my business. You don't have to convince (or teach) me about the new Web economy and the value of thought leadership.

However, there comes a time when you have to start charging for your content and/or driving people back to your media properties in order to get advertising dollars from eyeballs. Or, you have to have insights that clients are willing to pay for in order to stay around.

Let me tell you from experience. Good will only gets you so far. In order to ensure that your content is actually doing what it needs to do, you need to either charge for some of it or get something of value in return.

I understand free, but like I said, you can't give it all away. Otherwise you'll be up a creek. There's a time and place for free and a time and place for a value exchange. You have to know when to go either way.