People will still pay for (access to) content

James McQuivey

Just came off the stage at PaidContent 2010, a day-long summit here at The Times Center near Times Square, dedicated to the question of if/how/when people will pay for content. The timing is good -- as I wrote in January, The New York Times is planning to charge for content within a year or so, Hulu is considering a subscription model (not necessarily in place of but, I believe, in addition to its free service), and the eBook pricing dilemmas are causing sleepless nights.

I opened the conference with a brief assertion that fretting over whether people will pay for content is based on a mistaken assumption: that people have ever paid for content in the past. They actually haven't. Instead, people have paid for access to content. But in an analog world, access was gated by physical form factors like vinyl, newsprint, and movie theaters. As a result, the coincidence of form factor and content made us believe that people pay for content.

But people have never paid for content. Even when a daily newspaper was a necessity for the average home, the dime you paid a day (in the 70s) for a newspaper did not cover the print cost, much less the reporting. Instead, it was classified ads and auto dealers who footed most of the bill. And the hours we spent on TV and radio every day through the last half of the last century until the explosion of cable in the 90s, were all free. When cable finally asserted itself, people did not pay per show or even by channel (with the exception of premium movie channels). Instead, they paid for overall access.

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The Data Digest: US Online Grocery Shopping

Reineke Reitsma

Grocery shopping is one of the largest offline retail categories but our Technographics data shows that it has one of the lowest online retail penetration figures in the US: Less than 10% of online adults have purchased groceries online and only 16% of online grocery buyers purchase groceries online more than once a month.

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Are Field Marketers a Marketing Concierge?

Peter O'Neill

Thanks to all of you who have already sent me feedback about my first report on the challenges facing field marketers. See report.  

It was based several meetings with field marketers over the last months. My next step is to do structured interviews with field marketing professionals over the next months to even better understand where the job is going and map roles, tasks and responsibilities in a priorities listing in my next report.

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Mobile World Congress: some thoughts on day 1

Thomas Husson

It is difficult to say whether the number of delegates attending Mobile World Congress is lower than expected or than last year, but the Fira was this year again crowded with audiences from all over the world (circa 50,000 visitors from what I have read). Despite the rainy / chilly day, the mood is much better than last year where the economic recession casted its shadow on the show.Read more

The Data Digest: Type Of Video Watched Online

Reineke Reitsma

This week the Superbowl earned with 106.5 million viewers the Number One spot of the most watched program ever in the US, which proofs that online video hasn't killed the TV star yet. (Side note: did you know that until now the 1983 M*A*S*H final held this position?).

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How to Wear an Oversize White Shirt (Microsoft Tags with GetTag)

Julie Ask

If you are considering using QR-, Microsoft, 2D barcodes, you should buy a copy of the March issue of Lucky Magazine. They are working with GetTag on promotions throughout the magazine.

Lucky Cover

Here's what I liked about what Lucky did:

1) Instructions upfront in the magazine. The instructions tell me WHAT I will get if I download and use this application. There is value to me - see images below. The use of the word "smartphone"? Ok, normally, I'd consider this a bit risky, but it works for them. First, if I have a smartphone and know how to download an application, I am more likely than not to know that I have a smartphone. This is NOT GUARANTEED - many have no idea what kind of cell phone they have. I don't know Lucky's target age with certainty, but my bet is that it is young and they know what smartphones are.

Get tag instructions

2) They send their readers to a dot mobi site. Generally, I wouldn't be a huge fan of "go type in this URL on your cell phone," but it turned out to be very efficient. The URL had a deep link into Apple's app store where I could download this application.

When I generally searched for barcode readers on the App store, I received "no search results" because "readers" with an "s" could somehow not be matched to "reader." Really?

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Mobile Gift Cards from Target Corporation

Julie Ask

Target is now allowing gift cards to be loaded onto an online account that can be accessed from your cell phone. You can actually pay for stuff with your cell phone. Yay! See Target's press release.

I know they aren't the first. Many versions I've seen before, however, have been small scale pilots or in foreign countries. Many scenarios I've seen also are "closed" pilots among the 3-4 parties in an ecosystem that it took to string a trial together. Target has 1740 stores ... there's a bit of scale in this solution.

So, how does it work?

First, you buy a gift card. I bought the one with the cute Target dog.

Gift card

Then you pull the sticker off of the back so you can see the codes. I purchased a $20 gift card.

Instructions for using mobile gift cards as well as promotions are on Target.com. Using their available media - Web site - to promote the new offer? Well done.

Instructions

Interestingly though, this site ONLY had instructions for the mobile gift cards. I couldn't find a link on this site to regisiter my mobile gift card. This confusion for me is probably the only thing I could find to "ding" them on, so to speak. I'd expect that one of their next rounds of Web site updates would add this link.

I did find the link on their mobile Web site.

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How To Lose Sales Without Even Trying

Ellen Carney

There's one sure way to amp up the tension between bag-carrying sales folks and the sales enablement teams that support them, and that's when a sales exec misses the opportunity to get a meeting with a buyer.  

Last summer, we talked to about 40 sales execs or managers and no surprise, when it came to supporting the sales effort this was the area where sales execs told us their respective companies performed weakest. How is supporting that buyer access manifest? Providing the sales org qualified leads, of course. . .

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The Benefits Of Twitter From A Market Researcher's Perspective

Reineke Reitsma

Seth Godin recently wrote a blog post called 'Modern Procrastination' which caused quite a stir in the twitter community: it got retweeted more than 1150 times!

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Forrester Wants More Analysts Using Social Tools

Cliff Condon

Wow. There are a lot of comments flying around about Forrester's yet-to-be released blog platform and associated policy - some accurate, some not. The blog posts from Forrester analysts like Josh Bernoff and Augie Ray have had the most accurate information to date.

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