Design Business: Kool Moe Dee's Therapy for Old Media and Content

August 2, 2010

Design Business: Kool Moe Dee's Therapy for Old Media and Content

This is a fantastic youtube clip from NYU's Stern School of Business. I was fascinated by it not only because it features one of my old school faves but it also asks (or attempts to answer) the content question, "should online publishers charge for content?" This is the billion dollar question for online content providers.

While monetization has always been a question for online content providers, as Web 2.0 evolved, it became a question of greater and greater importance. Now it seems, the model for monetization may be changing along with the internet.

Scott Galloway, Professor of Marketing at NYU's Stern School of Business and founder of Firebrand Partners, said in a March interview with Bloomberg TV, "we are starting to see the consumers willingness to pay for quality differentiated content online." "I think in kind of a halcyon moment several years ago, a lot of media companies thought that this brave new world of people transitioning to the internet would evolve enough impressions such that an advertising model would work. It just hasn't born out the way a lot of us had hoped." He continues, "ultimately the model is evolving and people are showing a greater willingness to pay."

Now clearly the pay-content question is one that has completely different answers for different providers. But in Galloway's comments he gave sharp indicators as to what might lead to success with a pay content model. "Differentiated" and "quality" were the words he used. That, clearly is an exclusionary factor for many sites that regurgitate, or provide inferior content.

So it appears that two of great factors for gaining leverage in web 2.0 are the same as they have always been in a free market, creating something that is differentiated and quality.

Matthew Gunson

Matthew Gunson

Matthew Gunson has a BFA in Graphic Design from Brigham Young University '01 and is a W.P. Carey MBA candidate '11. He is an entrepreneur and and has participated and consulted in many new product and service initiatives.

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