This will lead to personal
publishing, personal music recording, and the to the
digitization of plastic art. But this is only one side of the
story.
The relative advantage of the intellectual property
corporation does not consist exclusively in its technological
prowess. Rather it lies in its vast pool of capital, its
marketing clout, market positioning, sales organization, and
distribution network.
Nowadays, anyone can print a visually impressive book, using
the above-mentioned cheap equipment. But in an age of
information glut, it is the marketing, the media campaign, the
distribution, and the sales that determine the economic
outcome.
This advantage, however, is also being eroded.
First, there is a psychological shift, a reaction to the
commercialization of intellect and spirit. Creative people are
repelled by what they regard as an oligarchic establishment of
institutionalized, lowest common denominator art and they are
fighting back.
Secondly, the Internet is a huge (200 million people), truly
cosmopolitan market, with its own marketing channels freely
available to all.
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