This article by Porter Novelli New York’s Loretta Markevics, who recently dropped by our Melbourne and Sydney offices, originally appeared in B&T on 9 May, 2013.
The war of the marketing disciplines is one that will never die.
As long as there are agencies, there will be opinions on which agency type dominates. Having been in integrated communication for my entire career, I have worked in virtually every marketing discipline and have espoused each for their virtues.
I also listened closely while the industry shifted its spotlight from one trend to the next as consumer marketing consumption behaviour changed.
Well, now the spotlight is shining brightly on PR. Having been in PR for three years now, I can understand why. Marketing consumption behaviours have now landed in the sweet spot of PR. Consumption trends dictate: small bites of information, credible, unbiased and unbranded sources that deliver an ongoing, authentic relationship between a person and a brand or company that the public expects.
Of course, the world of push communication is still alive and serves its purpose. There are people who still watch ads and there are still marketing executives who feel comfortable with the old way because it is testable and perceived to be a “guaranteed” way of making an impact (typically because a testing company said so.) The TVC still has a place, yet advertising agencies must refer to them as “film” so they can be viewed on something other than a television and be considered relevant.
What cannot be refuted in today’s marketing world is that content, no matter where it is distributed, must be authentic. And that is something that most marketing communication outputs cannot claim.
I mean, how authentic is a print ad, spot or pre-roll video that is overproduced and features actors? Most of the general public does not know that most endorsements, media support and is created by PR agencies on behalf of a brand. What an edge to have.
PR professionals must work for placement of a story that someone else deems good enough to report on and must do this through relationships that are earned, built on trust, and not bought. That is half the battle for brand acceptance and respect today – to come across like they are not trying too hard, even if they might be. This can be tough for engineered, branded content having to break through loads of rogue, unpaid, and consumer generated marketing messages to get noticed.PR has been doing this for decades.
This thirst for credibility is not only being seen in how people consume marketing communication, but in how they consume information in general. We are seeing the resurgence of the professional journalist because citizen journalists have got it wrong too many times.
That means consumers are beginning to second guess, or at the very least verify the news they obtain against more reliable sources. This desire for trustworthy, influential sources can only bode well for PR. As stakeholders seek more and more direct contact with the public – be they politicians, CEOS or CMOs – they are looking for PR professionals to craft their message in the social space because they cannot risk getting it wrong.
Our world changes from moment to moment, and being credible ‘out of the gate’ is important, but that’s only good if it can be executed in real-time.
Long-lead production timelines are fleeting. There is less need to tiptoe delicately around creative directors on whether or not they agree with the creative manifestation of your messaging. Because creative opportunities are moving so fast, everyone in the agency has the opportunity to suggest a creative approach because things need to get out the door fast.
PR has always been able to move on cultural happenings and conversations, but with the advent of social media, what they are used to doing already, can be done even faster and with greater impact, whether serving a brand by pushing information out or responding to a crisis. The responsiveness of PR as a discipline is undeniable.
So if you want a story told on your behalf, and to have it considered, discussed and not perceived as being self-serving, brand drivel, call a PR agency that has earned a spot for your story to be told
I’m pleased to be working in a discipline that I believe will continue to have its virtues in the long term.
The future of PR looks bright.
Loretta Markevics is EVP and global director of strategic planning at Portern Novelli, based in New York.
April 1 – that dastardly day of deceit that often gets the media in on the customary pranks one way or another, and is now an annual maelstrom of sometimes-plausible social media stunts.
Here are our five favourite Australian April Fools’ pranks this year:
- Bigger is better: Kudos to the team at Mumbrella for their report on the Australian Financial Review announcing plans to move to broadsheet format. The AFR overhaul even had itseditor Michael Stutchbury and CEO Brett Clegg voicing support, with the backing of ‘neuroscience research’, no less
- Life in the fast lane – BMW owners only: BMW Australia (that’s German auto-maker Bavarian Motor Works) promoted the Australian Bureau of MotorWays’ (cue side-splitting laughter) decision to restrict the use of right-hand lanes to BMWs only for Easter Monday. The prank, which featured on BMW Australia’s Facebook page and was also noticed on page five of The Australian, included a nice mention for Hertz car rental
- Gina’s triumph: TV blog TV Tonight had a whopper of an exclusive - mining magnate and media mogul in the making Gina Rinehart supposedly took the reins at Channel TEN after the company’s board unseated CEO Hamish McLennan. Special mention for the creative, if a little stinging, remarks about McLennan from an unnamed source
- Raiders’ star has an inkling: Chinese telecoms technology company Huawei might not be rolling out high-speed fibre optic cabling any time soon, but it’s certainly doing its bit for Canberra’s NRL club, the Raiders. Raiders’ star Sandor Earl was so thankful for Huawei’s sponsorship, he decided to express his affection for the brand by having its logo tattooed to his right thigh. Or did he?
- That’s Krafty: Self-styled champion of truly Australian products Dick Smith got in early this year to remind us that one of the nation’s best loved most recognisable flavours is in fact owned by American fat cats. A mock press conference saw one of said fat cats announce a re-branding of the Australian classic to ‘Yankymite’ in honour of manufacturer Kraft’s owners overseas
Unless you’ve been learning from April Fools’ prank master and Family First Senator Steve Fielding. Senator Fielding proposed that the April Fools’ tradition be banned on the grounds that people had the right “to not be molested by pranks”. Given his campaign against the annual day of high-jinks took place on said day, this proved to be the ultimate prank of all. Inception.
TRADITIONALLY, the A-list targeted by every PR company was a combination of media, celebrities and politicians, depending on what best suited the client. A simplistic yet effective formula to get your message heard.
But change is in the wind, as a new breed joins the ranks of coveted guests.
Those who used to qualify as key opinion leaders are moving down the totem pole in terms of influence. Moving up to meet them? Connected consumers: the twitterati.
Bloggers were the first to join the A-list and many have certainly earned their place.
In fact, Technorati Media’s 2013 Digital Influencer Report indicates that bloggers are the fifth-most influential source of information when making a buying decision, and even more influential than traditional media.
Blog events and Tweet-Ups (where tweeters come together to meet in person) have been around for years and companies have been quick to adopt these trends. Now we are seeing the emergence of a new trend: the “social media call”, an event for people with an established presence online among the right demographic.
Twitter lends itself perfectly to this because it is easy to digest, easy to execute and has the ability to reach a lot of people very quickly.
It is also not asking much of the tweeter to write under 140 characters or to use a hashtag, as opposed to spending hours on an article or blog post.
The Victorian Opera recently held a social media call, inviting Melbourne tweeters identified as “influencers” to attend a dress rehearsal for its new production of Sleeping Beauty.
They were asked to use dedicated hashtags and meet and take photos with the cast (using Instagram of course).
Securing publicity in advance with thousands of followers validated the time taken to identify and approach the select twitterati.
This is an easy exercise for an event-based company with an attractive offering or those with a retail focus underpinning brand value.
However, the corporate sphere should not discount the twitterati.
There are always tweeters interested in what is happening with your industry and brand.
However, Twitter is a transactional relationship.
If you want people to take to their smartphones on your behalf, then you need to take the time to identify your online influencers and build a strong connection.
The twitterati carry a lot of influence in their hands, and like bloggers, that influence is likely to increase.
Mandy Griffiths is a social media strategist at Porter Novelli Melbourne.
If the spat between Tesla Motors boss Elon Musk and the New York Times has taught us anything, it’s that social media has the power to answer back to its more established counterpart, traditional news media.
Through his Twitter account, with some 140,000 followers to date, and his electric car company’s blog, the American entrepreneur has been able to effectively hit back at an unfavourable car review in the NYT.
The article reported that the company’s flagship model, the Tesla S, ran out of charge on a lengthy test drive.
For a radically different car hoping to break ground in a significant auto market, a photo of it on the back of a tow truck in a major metro newspaper is not good publicity.
However, unbeknownst to the NYT, Tesla had installed data logging equipment in its test car.
The company decided to do so for all media drives after a segment on popular BBC motoring program Top Gear showed an older Tesla model running out of power. Tesla subsequently sued the program, although the case was thrown out on the grounds that Top Gear’s test drive of the Tesla Roadster was not equivalent to a real-life, road-going situation.
Tesla’s CEO first revealed on Twitter that the data logs existed and published a blog post that refuted the NYT‘s claims about the car’s limitations.
NYTimes article about Tesla range in cold is fake. Vehicle logs tell true story that he didn’t actually charge to max & took a long detour.
Media coverage ensued, which escalated the dispute with the NYT.
The NYT journalist fired back on the newspaper’s motoring blog proclaiming his honorable intentions and a point-by-point rebuttal of the data log.
Other reviewers have since claimed the route attempted in the article is perfectly doable, if one abides by the car’s recommended driving patterns.
Whether the NYT review was accurate or not, the bigger question that emerged is; which medium is up in the credibility stakes?
What this slugging match has shown is that, with enough influence in the online sphere, someone can strike back at traditional media and make editorial teams sweat. Does that mean the NYT has lost its core impression of reliability among its readers? No, and it wouldn’t do so based on an issue like this alone. But, it did make the venerable publication sit up and take notice.
Written by Porter Novelli Melbourne consultant, and former journalist, Tristan Price.
“My dream is that when teenagers tell their parents they want a career in music, those parents won’t be horrified and wonder where they went wrong, but say ‘Great, that’s a solid career’” - Pandora founder Tim Westergren at the first Melbourne Pandora Town Hall event on Tuesday 11 December 2012
2013 will no doubt see the quest for music platform dominance between Pandora, Spotify and (possibly) the new MySpace as we increasingly turn to smartphones and online for music inspiration. Did someone say iTunes? No? Good. Probably too busy downloading that new update that doesn’t change anything.
So what does Pandora bring to the table? It distinguishes itself by allowing you to create your very own personalised radio station, learn what music you like through a thumbs up/thumbs down function, and introduce you to a whole lot of artists you never knew you liked. It has no concept of genre, user connections or ratings. It doesn’t care what other people who like Coldplay also like. Having manually analysed 400 musical structures present in the songs you like for a catalogue of hundreds of thousands of songs, it plays other songs that possess similar musical traits.
In a frank and open Town Hall session to coincide with the Australian launch of the Pandora app, we learnt a lot about the founder, the organisation, and the Pandora employees who went two years without pay to get their version of internet radio off the ground.
Because, according to Tim Westergren, internet radio is the future.
1. WHAT DO MOVIES AND MUSIC HAVE IN COMMON? Taste. As a musician, Tim spent five years scoring film soundtracks, and in the process discovered the key to success in this job was understanding the personal music taste of the director. There, the hint of an idea was born.
2.PEOPLE DON’T WANT TO PAY FOR STUFF. We already know this, but a good reminder. Pandora was originally introduced in a format that allowed the free listening for the first 10 hours per month, and after this you had to pay $3 per month for unlimited hours. They thought that was pretty reasonable. So what happened? People listened up to 10 hours then stopped, until the next month resumed. They do have a freemium model now, whereby the free version includes some advertising between songs, and the premium model which has no advertising. Of 175 million users, only one million have opted for the paid subscription, so advertising is by far the biggest revenue stream.
3. RUNNING A START UP REQUIRES INCREDIBLE DEDICATION…and belief in what you are doing. After an initial round of funding from venture capitalists, the money ran out and 50 Pandora staff worked TWO YEARS without getting paid (it’s actually illegal to defer payment of staff, although they didn’t know that at the time and could have gone to jail). Tim was $250,000 in debt to family and friends, had 11 maxed out credits card to a value of $120,000, and the dotcom bubble had burst. They hung in there for three uncertain years, until finally getting another round of funding and back-paying all staff in full.
4. THE BEATLES AND THE BEE GEES? After nine months of painstakingly working out an algorithm to analyse 10,000 songs, the team tested the program on – what else – a Beatles song. And the Pandora algorithm played… a Bee Gees song. They were devastated until they realised that early Bee Gees were really just a knock-off Beatles band, and even shared a producer. When they listened to the song they realised it was actually a very good match.
5.EVERYONE LIVES IN BEVERLY HILLS: Except not. Pandora initially only had license to stream music in America, so on signing up you had to enter your US Zip Code. So what are foreigners to do? Enter the only zip code they know, and that explains why the majority of Pandora uses were from 90210. When it became obvious that people outside the US were using Pandora, there was pressure to introduce IP filters and shut off foreign users. This is why Pandora was available in Australia before we were blocked some years ago.
6. YUGOSLAVIA HEARTS PANDORA: Tim said the saddest email he received after other countries were shut out was from a man in Yugoslavia who lived in a town of 300 people. They had little access to new music, and so every Saturday night was “Pandora Night”. Everyone would gather in the town’s one club, and listened to their own Pandora station, which they finessed and added to every week. The town was devastated they could no longer have these community nights, and Tim looks forward to the day when Pandora will be available everywhere.
7. THE iPHONE APP CHANGED THE GAME: Originally Pandora use was tied directly to office hours. People used it between 9am and 5pm Monday to Friday…and that was it. Since the app launch (initially iPhone only) it not only doubled the sign up rate (to about 40,000 per day) people were listening at all hours, and plugging their phones into speakers and cars so everyone could listen to it. Now their most popular times are Friday and Saturday nights
8. HOW THEY SOURCE MUSIC: There are three ways. 1) A team crawling the net looking at charts and trends.2) Direct musician submissions. They listen to every song submitted, no matter how rough, and their curators make the decision to include or not. 3) Listener suggestions, and search failures. If people search for a band or a song and it isn’t there, they will make a note of this and look it up so they’re not missing anything.
9. THEY RESPOND TO EVERYONE: I can vouch for this as Tim personally responded to my multiple emails adding people to the RSVP list. They get 70,000 to 80,000 emails a week and have a team to respond to every single line of communication. This is similar to Pinterest in the level of personal interaction driving an engaged community and improve the product. While it may take time, in both cases it has definitely worked.
10. DAMN BECK AND FRANK ZAPPA: They are apparently the hardest musicians to build a station around as their songs are so inconsistent. They use the ‘thumbs up’ and ‘thumbs down’ to essentially crowd source what people are responding for these artists so they can still deliver the right songs. They really pay attention to this data, and will increase and reduce its usage based on this simple feedback.
11. FIRST AUSTRALIA, THEN THE WORLD: One thing you may not know about Mandy – she lies. There’s 11 things. Tim’s first Town Hall meeting in New York saw two people show up. But he persisted and more than 1,000 attended his most recent. Pandora is now available in USA, Australia and NZ, and they want to include more local and international bands (they are researching Melbourne talent as we speak). They are working towards creating “Pandora for artists” pages which musicians can use to find out which songs get the most thumbs up, which postcodes are the most popular so they can arrange tours, and potentially email those users directly (through Pandora) to notify fans that they are coming to town. Unknown bands have had great success with this, with one band in LA seeing 3,000 people attend when they previously struggled to get 30.
12. $250 MILLION PAID IN ROYALTIES THIS YEAR: What? I already told you that I lie. There’s actually 12 things. Bands like Coldplay and Adele will obviously take the lions share with $1 million each, but more than 2,000 bands will receive $10,000 this year, and relative unknowns like French Montana will receive $138,567.
It is a great way to discover new music, independent bands, and Tim hopes it will create a “music middle class” whereby bands and musicians can make a comfortable living without needing to sign with a major record label, be on traditional radio rotation and have a multi-million dollar promotional push behind them.
While it is great exposure, artists are paid a flat rate pro rata based on the number of times their song is played, and while $250 million sound like a lot, with 175 million users, that’s spread pretty thin. Most artists will still have to rely on touring, merchandise etc to make supplementary money, and exposure on Pandora will help with this, but music in general definitely doesn’t bring in the kind of money (we like to think) it used to.
A new media leader and a rock star come together to talk about The End of Business As Usual –Brian Solis and Billy Corgan of the Smashing Pumpkins.
We are in a new age of music consumption. Napster was a watershed moment for the music business, and Corgan says record labels attacked instead of recognising need, and suffered for it. The net worth of the music industry has plummeted by tens of billions in the last ten years.
So how can artists make money now?
“You can no longer think of the thing you make as your main source of income!” Billy says. “The greatest artists are adaptable. Picasso did movies and plays. What’s wrong with that?”
We are used to seeing movies stars and pop stars selling perfume and coffee and cars. Maybe we need to start accepting that rock bands and other musicians need something “commercial” to keep producing the music we love as well.
Corgan is calling for fans to be more sophisticated, and go on a journey with the artist. Let them try new things, and sometimes mess up. The current culture of condemnation kills this; musicians would rather be picked on for lip syncing than suffer the embarrassment of being a YouTube laughingstock.
And while it might be easier to rise quickly to celebrity status via the “Bieber route,” if you don’t have the talent to back it up, you’re not going to go to the next level. Or even worse, “If your inspiration is fame, then you’re not invested in culture at all.”
Corgan is passionate and clear in his thinking, but one point he made I really disagree with. He says you can’t get people interested who aren’t interested already, and they are going to follow the herd so just let them. He’s not interested in pandering, thanking people for listening to or buying his music, which is fair enough. But I think to completely ignore a section of society because they haven’t heard of you or don’t listen to stations that would play your music is really underestimating people.
We love to be acknowledged, our time is precious, and if you go to the effort of reaching out to us on a personal level, we will give you a lot more attention than someone who doesn’t. There are so many channels and duties and marketing messages flying at us on a daily basis, we need to shut some of it out, don’t judge us. And hey, maybe we’ll like it.
We are Generation Connected, so why not take advantage? Just no spamming. We hate that.
What is the solution?
Corgan is clear – the solution is to create content that goes behind the recording, but this is not the Behind the Scenes video. Five thousand people care about that, but a million don’t. That’s not going to cut it against cat videos.
Spotify is a step in the right direction but it is a “transitional technology,” says Corgan. “Artists need to create their own worlds,” and it needs to be visual and self-sustaining.
Thanks to being nominated employee of the year at PN Sydney (I’ll pay everyone back), last week I was both honoured and privileged to be given the opportunity to visit Siem Reap in Cambodia – home to the world famous temples of Angkor and most importantly the Green Gecko Project.
The Green Gecko Projectwas originally set up by Australian-born Tania Palmer in 2004, who read a touching article during a Virgin in-flight magazine about an orphanage in need in Siem Reap. Tania walked off the plane and straight into a travel agency to book a flight. Several years of perseverance and tireless dedication towards making a difference for beggar children resulted in the birth of Green Gecko.
Now a home, school and family for 70 children who previously lived and begged on the streets of Siem Reap, Green Gecko provides security, education, love and opportunities to these children.
Through their younger years into adult lives, it empowers each and every child to achieve their full potential. Not only this, the project also supports the children’s families and the broader community through long term health, education and training initiatives.
Since its inception, Green Gecko unashamedly acknowledges that out of seemingly nowhere came the abundance of advice, support and brilliant ideas –all from simply from doing the right thing.
At Green Gecko, the children’s days are filled with a wide-ranging timetable, from English and Khmer lessons to living values, computers and the ancient Khmer martial art of Bokator. As well as this, there’s a schedule of specialised activities through volunteers – I was lucky enough to meet the pretty impressive pink-haired hoop lady, Jules, who was preparing the children for a hooping hip-hop performance for friends and family. I didn’t realise you could do so much with a hoop!
During my week there, I was taken aback by how much it really did feel like one big family. Every child has suffered a great deal, yet from the small children, right through to young adults – there’s so much laughter, love, smiles and support for one another and the wider community.
Green Gecko describes the children as having ‘boundless potential’ and this is no fabrication. I walked through the Green Gecko gates feeling horrified at the thought of each child’s past and how much they have suffered, but I left wearing a smile, feeling moved. In Tania’s own words ‘the kids are such incredible human beings. They inspire us daily with their strength, courage and their innate ability to roll with the punches and come up with a beaming smile’.
Thank you to the Green Gecko crew and children for such a memorable week and to Porter Novelli Sydney for giving me this opportunity.
Despite what you may have read, Pinterest wasn’t created a few months ago; it has been a long slow road of pins and people since 2009. How much market research went into coming up with the concept? How about none. In this session, co-founder and CEO Ben explains how Pinterest was just something he really wanted to see built.
How it came about
Taking a cue from the simplicity and success of Twitter, Ben decided to concentrate on just three things people, boards and pins. They went the venture capital route in order to delay discussion on monetisation. Making money was not the focus, and is still not the focus. Yet.
Labouring over the design stage, they had 12 fully coded versions before deciding on the final. If your collections didn’t look awesome, why would people spend time to build them? he says.
“The average consumer has really high expectations. If you don’t give them something that is worth their time, then they shouldn’t give you their time. They can watch TV or play Angry Birds.”
Pinterest has also put boards back on the map. While they had been very unpopular within the tech community, Pinterest persisted as Ben explains – “Boards are a very human way of looking at the world. I’ve always loved folders; they are a way to make sense of chaos.”
Then, why did it take so long to take off?
Ben doesn’t have an engineering or tech background, and I don’t think Pinterest would have been created if he had. Pinterest is unusual in that it wasn’t embraced by the tech community. Silicon Valley didn’t understand it, didn’t see a need for it. There was also no celebrity to join that made it go from 0 to 60, ala Ashton Kutcher with Twitter.
“I’m glad I didn’t read the proxy book on when to give up because it took a long time to get going. People ask me why I didn’t, and I think I just didn’t want to tell people that we blew it.”
It was just the everyday people that made it popular. And Ben made sure that these people were happy.
“I personally wrote to the first 5,000 users. I gave them my cell phone, and would meet them in person. People say that’s a lot of commitment, but I was just really happy people were using it and wanted to know what they thought.”
How did he know people would like it?
Ben was very much on the ground in developing Pinterest. He would peruse newsagencies and the amount of lifestyle magazines indicated that there is a great interest area and market for it.
“I loved the idea that you could take an offline activity and create an online service that could aid that.”
What is the actual purpose of Pinterest?
“The mission of Pinterest isn’t to keep them on the site, it’s to drive them out to get what they want, go to the places they want to go, cook the recipes they want to try. With or without Pinterest people have hobbies and interests, what we want to do is make sharing and collecting these easier. Helping people to discover things they didn’t know they wanted, he said.
“I also wanted to create a service that was timeless. If something’s your favourite book now, it’s going to be your favourite book in five years.
How has Pinterest been embraced that he didn’t expect?
“First to come to mind satire boards. A Fake Mit Romney account has already been created, with his suggestions on what yacht to buy, and how to take a San Pellegrino bath. You can find it here http://pinterest.com/fakemittromney/
“Museums have also started joining to showcase upcoming collections, and travel boards were also a surprise, as people created spaces to document their desired destinations.”
For SxSW I was particularly impressed with advertising agency GSD&M (who also created the Don’t Mess with Texas campaign) board with their Pinterest Guide to Austin http://pinterest.com/gsdm/, which is where is where I discovered Austin has a Pop Culture museum. I am in heaven.
What’s coming up for Pinterest?
Pinterest has reached the tipping point of mainstream success, and now the race is on to make sure Pinterest is the one and only pinning service worldwide. But Ben is not concerned about racing the clones: “We just want to make sure that what we release is of really high quality.”
Look for an all new profile design expected to be launched this week. We wanted to make it more beautiful, he said.
The team of 20, which was 10 people until a few months ago, wants it to be very different to your Facebook and Twitter profile – a snapshot of what you’re about.
You will also be able to see who people pin from and who is influencing others.
And something I am really looking forward to, they are expanding to include video. Sometimes you just need all your YouTube cat videos in one place, you know?
They are also working on platform expansion, with an iPad version, and planning to open up API, but no set date as yet.
I want Pinterest to feel like a human service.
He also values his workers; he is not looking to be the next figurehead of a company, the next Steve Jobs. The team is the most exciting product that we’re building.
Above all, Ben wants to celebrate people’s interests. Preferably on Pinterest.
Create more value than you capture – a session by Tim O’Reilly, Founder, CEO O’Reilly Media
Many companies start off and succeed because they are providing value to society. Microsoft and Apple, for example, connect people with easy access to desktop computers and smartphones, and made lives a whole lot easier. Like these companies, however, a trend is emerging as companies grow and succeed, the need to look after themselves seems to far outweigh the desire to keep providing value, and suddenly the only responsibility they have is “to the shareholders”.
The problem with this? Shareholders aren’t making your company money, customers are.
O’Reilly is concerned about this. “Wall Street firms, which got their start trading on behalf of clients, then began trading against them, then created vast Ponzi economies to drain the value from entire segments of the economy.”
When companies have absentee owners, no one is really responsible for their actions; they are just doing their jobs. When jobs are cut for a short term profit, the long term consequences are ignored because that will be someone else’s problem.
In times of history, people like Lincoln and Roosevelt have stood up and said “We need to change the system because we have gone off the rails.” We have gone off the rails.
“If you look at the great companies,” O’Reilly said, “they almost always have a higher sense of purpose. Investors do not create jobs, customers create jobs.”
Vested interests always have the loudest voices as they are the most established, take for example the SOPA incident. “People say we have to worry about protecting Hollywood. No we don’t. We need to find a solution that’s best for society.” Yes some people won’t pay for content, but would they ever have? Reach and awareness can generate business, and if you’re providing something of value, most people will pay for it.
O’Reilly believes that “policymakers need to focus on protecting the future from the past instead of protecting the past from the future”.
So what is the way forward?
-Create products that work for your community -Companies need to take ownership of their actions, look after employees as well as shareholders, provide value and think long term -Human creative touch is going to be more and more valuable. The success of places like Etsy and user generated videos on YouTube demonstrate this This e-mail and any files transmitted with it are confidential and intended solely for the use of the individual or entity to whom they are addressed.