Using the Reeder for iPad application this morning (it’s brilliant) I started thinking about the value and profit chain surrounding the free content I read from blogs. The short version is, Reeder filled the final gap in that chain, and combined with the iPad, upgraded the content consumption experience with reference to blogging.
Let me expand on that.
A blogger writes to gain a voice, gain an audience, create a store of ideas, or to establish credibility or expertise. Some of these pursuits are motivated by personal needs, but others directly feed to business or monetary needs. “Establishing credibility or expertise” has an unmistakable ROI - and if you told coworkers you were spending an hour a day doing that, no one would question you. At this top level, the value (monetary and otherwise) should be clear.
Direct income from blogging usually comes down to advertising or sponsored content. The options range from Google AdWords, or networks like Federated Media (who I am quite intrigued by), to full on branded content, where posts are created in the “publication voice” to draw attention to an upcoming product. This isn’t “save the content industry” money, but it’s another economy within the chain, supporting the urge and inclination to create free content.
What I’m interested in this morning is the monetization of the design gap, between content published and aggregated online, and a fully designed print publication. I was floored by the beauty and interface of the Wired ipad application, because it felt like a digital magazine. I’m having the same reaction to the Reeder application, which interests me - this is a design solution for my personal collection of RSS feeds, a curated list of blogs which represent my interests. Constantly updating, and now designed in a consistent and fluid manner.
What I’m saying is: Reeder for iPad is the first piece of software that made my blog / RSS reading seem a direct competitor for my magazine reading.
A paid piece of software, adding another micro economy to the blogging process. And it has me thinking that maybe the “print is dead” crowd has a point. Maybe the era of the content creation leading directly to the pay cheque is over. As glossed over above, direct pay for content creation is probably going to be supplemental in a lot of cases. The money comes from leveraging what you and others have created, whether it be reputation you’ve built via your writing, filling the design gap, or creating the best device to consume that content from.
We’ve watched the music industry collapse due to the same disconnect - creating content does not flow directly into making money. Selling words is like selling music, it’s based on a fundamental failure to understand what digital means.
Put another way: I’m reading free content through a $5 application that runs on my tablet. And it’s hitting a point where the advantage in targeting, plus the closing gap in experience, is trumping the thin lead in quality that some print outlets still have.
