I’ve just seen a two-minute review of The Curve on YouTube. I’m trying to get my head around all the many different ways that video is being used to spread messages, and came across this, so I thought I would share it.
Get The Curve Now
The Curve will tell you how to use the web to give stuff away from free, to build relationships with your biggest fans and to charge them lots of money for things they value.more
Stephen Page, chief executive of Faber, wrote a piece in the Bookseller at the Frankfurt Book Fair about changing publishing to have a direct relationship with consumers. He was kind enough to reference The Curve several times.
The full article is available on p14 of this Yudu version of the Bookseller.
I will be chairing the Mobile Content Summit in London on Thursday 2nd October. In advance of the event, BusinessTechnology interviewed me for my thoughts on free and making money in a digital age. The interview is reproduced (with permission) below.
The customers of the digital world expect more for less. We read openly-available news online, stream music from Spotify for free, and play chart-topping games like Angry Birds and Candy Crush Saga without parting with any of our cash – initially, at least. Continue Reading
The US Bureau of Labor Statistics has put together a chart showing how expenditure on the written word varies by demographic. It focuses on newspapers, magazines, books and ebooks. That’s a bit odd because it includes the digital versions of books (ebooks) but not the digital versions of magazines and newspapers (websites).
I was recently asked to speak at The Hub’s One Dayer event, called Joining the Dots: Finance, Technology and the Future of Independent Music. I sat on a panel with a lawyer, an agent and a venue owner and argued about how musicians can make money in the digital age.
You can see the full video of the panel below.
YouTube is a very powerful medium for reaching an audience, and starting the process of earning the right to talk to them. So much so that in the games industry, YouTubers have become the tastemakers who can make or break games, much more so than that traditional press channels of reviews and the specialist press.
A successful YouTuber recently wrote up what it takes to become a successful YouTuber, the financial model, the benefits and pitfalls of signing up to a multi-channel network and the ethical challenges that YouTubers face.
In June 2014, I was asked by Google to go to their offices and talk about the ideas of the Curve to a room full of etailers. It was part of an afternoon when Google pointed out that ecommerce providers in the UK have three times as many page views as every newspaper and magazine in the UK combined. They are fixated on conversion rates and sales, yet they offer a enormous, free, value-added resource to their customers which can be harnessed as a revenue strategy (through advertising) and through a Curve strategy (through content marketing, earning the right to talk to their customers again and enabling superfans.)
When you have seventy-five years of history and over 5,000 characters in your archives, including Spiderman, The Incredible Hulk and Captain America, you have a lot of potential to experiment with a Curve strategy.
Marvel is in such a lucky position. In 2009 Disney acquired the comic book publisher for $4 billion. At the time, it was the eighth largest magazine publisher in the US, and 4.1 million people read its content every month. That said, even by the time of the acquisition Marvel was far from just a comic book business. Although it made $125 million from publishing in 2008, that represented less than a fifth of its revenue: the bulk was made up from licensing ($293 million, 43 per cent) and film production ($255 million, 38 per cent). It’s a brand and movie business, and since 2000 there has been a Marvel-licensed blockbuster in cinemas every single year. Continue Reading