Ad Age Article On Free vs. Paid Online Content [4:28 pm]
Forbes.Com’s Internet Audience-Building Secret [pdf]
To Web cognoscenti, the ad-supported vs. paid content argument is so 2001.
[...] Even as Dow Jones — long the paid-for poster child — revealed plans to hike subscription rates and The New York Times found some columnists, archives and other assets to hide behind a $50 curtain, several others such as AOL, The Los Angeles Times and CNN moved in the opposite direction, dismantling their toll booths.
So it’s horses for courses then. Some will charge, others won’t, and there’ll be many middle-ground solutions. Nothing to debate.
But wait. What if one side is backing the wrong horse? What if the pay-to-play guys are missing an opportunity and the advocates of a “free” Internet are more than just naive advocates of egalitarianism?
The thought occurred to me when I read a report about American Business Media’s spring conference on BtoBonline.com. It contained this gem: “Responding to an audience question about when Forbes.com will surpass the print edition in terms of revenue, Jim Spanfeller, president-CEO of Forbes.com, said: ‘Probably in about 18 to 20 months.’”
[...] How has [Forbes] come so far in the digital realm so fast? Largely by being, in almost every regard, free, and therefore part of the open-to-all, continuous conversation that takes place via forums, blogs and links all over the Net. That is not to take anything away from Forbes.com’s editorial package, which is highly readable, responsive and totally tuned to Web viewers.

