And still more thoughts on digital adaptation

Then there’s this from GigaOm’s Mathew Ingram.
Here’s the perspective that you aren’t selling news, you’re selling a relationship. This is true, but traditionally this is a relationship based on a contract: I pay you X, and you deliver me news that I can use/trust/enjoy/discuss/etc.
This is the social realm that always surrounds the news. Online, it precipitates as something measured and monetized as the “click.” That’s the issue. In the digital realm, the relationship is much more directly equated with revenue. Suddenly, you can see how much value is placed on the content, and this value is yoked much more tightly to the social. And this social realm now is filled with so much more content. Everyone has so many more news-provider pals. The news consumer is the belle of the ball.
It’s a much dicier proposition for content providers, especially if they are making this content available for free. Not necessarily doomed to fail. Just much dicier.

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