So, no one knows to say for sure whether free content
sells, when, or how.
There are two schools - apparently equally informed by the
dearth of hard data. One is the "viral school". Its vocal
proponents claim that the dissemination of free content fuels
sales by creating "buzz" (word of mouth marketing driven by
influential communicators). The "intellectual property" school
roughly says that free content cannibalizes paid content
mainly because it conditions potential consumers to expect
free information. Free content also often serves as a
substitute (imperfect but sufficient) to paid content.
Experience - though patchy - confusingly seems to points both
ways. Views and prejudices tend to converge around this
consensus: whether free content sells or not depends on a few
variables. They are:
(1) The nature of the information. People are generally
willing to pay for specific or customized information,
tailored to their idiosyncratic needs, provided in a timely
manner, and by authorities in the field. The more general and
"featureless" the information, the more reluctant people are
to dip into their pockets (probably because there are many
free substitutes).
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