Libby Purves has an article in today's Times arguing that people should expect to pay for content and not expect it for free. She makes one good point: 'until food, clothes, housing and transport are doled out free, content-makers need to be paid'. I would only edit that slightly into 'content-makers need to make a living' but that apparently small difference is key to the debate. I agree that content makers need to survive, so we need money, but I disagree that the payment has to be direct. It isn't necessary that the paper pays, nor that content consumers will necessarily have to pay.
Libby also says quite reasonably that over-reliance on advertising revenue is dodgy ground, since we are all getting better at avoiding or ignoring ads, and she is probably right there too. Advertising can't pay for everything, and certainly, and I have yet to make any money from the ads on my blogs (the main reason I have them there is that adsense produces stats on the hits that I find useful).
She goes on to argue that people will not produce good quality material unless they are paid for it. She says 'blogs are fun, with a pinch of salt'. But like many other bloggers, I put the same intellectual effort into my blogs as I do into my paid writing, and I've received plenty of awards over the years. This blog may be free to the reader, but I think the quality of analysis in my blogs stacks up well against her paid columns, and although some of the blogs out there are frivolous or low quality, there are lots that are very high quality indeed, many that put mine to shame.
Like Libby, I've also written for the Times, Sunday Times, most of the other quality nationals and a great many newspapers and magazines all over the world. Sometimes I get paid, sometimes I don't. I've also appeared a good many times on various Sky programmes, another part of the Murdoch empire that is pushing the case for paid-for content, and again, sometimes they have paid me, sometimes not. I write most of my stuff for free, and I only get paid occasionally, for some of my work, by a tiny minority of my audience. But that is enough, and my family stays comfortable thanks to that tiny minority. And to date, there has been no correlation at all between the effort and quality of my input and whether I have been paid, or indeed how much. So the fact is that the vast majority of my audience gets my content for free, and it is every bit as good as the stuff I get paid for. I know that applies to a great many creatives. Libby says 'some creatives give their work free, but that is their choice'. Indeed! I choose to do so, as do many others, and I would resist any suggestion that charging for my content somehow makes it better, or that I work better when I get paid. The other side of the issue of course is 'some creatives choose to charge for their work, and that is their choice'. So let the two live peacefully side by side, and let the consumer choose. The problem at the moment is the lack of adequate mechanisms for ensuring that people cannot steal content for which people want to charge.
The issue of whether content needs to be paid for boils down to that of whether the vast pool of high quality free content can satisfy people's demands. Adding in the related issues around content production, we should then ask how content makers can earn a living; and how to ensure that the makers of free content can exist alongside others who want to charge for their's, without unduly interfering with each other's interests. But I think it is unreasonable for paid-for content providers to assume, as so many seem to, that they should have the right to impose their payment assurance technologies on the market even though they might impede the ability of others to offer their content for free.
Some of the measures imposed by governments and device manufacturers as a result of pressure from paid-for content providers have significantly reduced quality of life. Even if I pay handsomely for a DVD, I will usually be forced to endure a long period of threats and copyright messages before I get to see the film I've paid for. In the past, levies on every cassette tape went to the content industry, whether or not it was used to steal music. If I wanted to give away my content, my customers would still have to pay the paid-for industry a levy. Since then, the pursuit of various forms of digital rights management has created a second class of music owner, where instead of lifetime access, the consumer has relatively restricted rights to use the music on restricted platforms for a shorter period of time, occasionally having to jump through hoops to retain access. At one point, content providers even tried (thankfully failing) to ensure that all files should be restricted by their anti-copying technology, regardless of ownership. As a producer of free content, where my business model is based on the content being spread as far and wide as possible, the behaviours of the paid-for industry directly undermine my interests. Let them charge if they want, but let me give my content away if I want too.
Creatives, as Libby calls us, generate content for all kinds of reasons. We may be paid, or sponsored, or we may be trying to gain commercial, religious or political influence, or it may be a loss-leader for other strands of a business, or it may be a form of advertising, to brag, or it may be for atruistic or malicious reasons, to win praise or to win an argument, for research, to leave a mark, or to become famous, to help gather one's thoughts or simply to record them, to fill in time, or just for fun. It is usually some combination of any of the above. Direct payment is only one of many motivations for content creation, and it should therefore not drive the regulation of content distribution alone. The other interests must be protected and given at least equal consideration. The consumer should be free and able to choose which content to consume.
But the fact remains that free content is not enough. It may be high quality or not, but content in its very nature is unique. If it is meant to be paid for, then no free content will act as an alternative. My commentary might or might not be as good as Libby's but it isn't the same, and though mine if free, I would not argue that hers should be free too unless she is happy for it to be. Reading my blog is not a substitute for reading Libby's piece. If you want that, then you need to buy a Times or get it from their website, which uses a different model. Listening to an excellent band playing their music just for applause will not satisfy your desire to listen to music from another band. It is not about quality in the end, it is about uniqueness. No amount of free content can ever be enough if it doesn't include the specific and unique content you are looking for. The big question is whether it is sufficiently unique and valuable to justify payment. That is the real issue she is addressing when she talks about the Evening Standard becoming a freebie.
There are a great number of business models by which creatives can earn a living. Many have a related 'day job', others get money from totally unrelated areas, others use content to drive other areas that they charge for (like me). The motivations for the content creation may be totally non-commercial. This assures a large and ongoing supply of free content, forever, that will often be as good or even better than paid-for content. But it won't be sufficient. Some of the stuff I want might not be free.
So what we are left with is the certainty that some people will create content that they want to be paid for, and there will be people who want to consume it. The big problem is ensuring payment where it is required. And doing so without undermining the many other interests. At the moment, with technology induced turbulence, it is very difficult to reliably protect information from being copied and distributed, especially without disrupting other interests. Until such technology exists, paid-for content providers will suffer theft of their materials. It would be quite wrong to impose systems to guarantee payment if they undermine the free distribution of free content, and at the moment that would appear unavoidable.
So I think that the paid-for content industry must find alternative business models and adapt. Perhaps some companies can't adapt enough and they will die. It's a tough world, and we will probably lose some unique and valuable bits of the content creation. Some companies will vanish, some newspapers, even some writers will not be able to adapt. But content creation itself will certainly not die. Paid-for content is only a small part of the whole economy, and a reducing part of content overall. Companies that sell content should not be allowed to drive regulation. In the information world, price is a very poor measure of value, and protecting old business models at the expense of the new is unwise. Creatives are valuable people, we need them, we want them, and though the business models will change, and even though we might not want to pay them directly, they will still earn a good living - they are creative. One day, when the technology catches up, the models will change again, and we might once again see a system where payment can be demanded and assured without wrecking it for everyone else. Sometimes when it's really good, we might even be willing to pay for it.
Labels: business models, content, free