If you want to build a sustainable long-term business – a direct-to-consumer business – and your main product is a zero marginal cost product, you have to reframe what you’re selling and that framing is not just a marketing technique. It’s not just throwing up a slogan. It is actually going throughout your entire organization and changing sort of the way that you think about everything and the New York Times, I thought, articulate this extremely well.
I’m going to quote what they wrote: ?We are, in the simplest terms, a subscription first business. Our focus on subscribers sets us apart in crucial ways for many other media organizations. We are not trying to maximize clicks and sell low margin advertising against them. We are not trying to win a page views arms race. We believe that the business strategy for the times is to provide journalism so strong, that several million people around the world are willing to pay for it.? What are they paying for" What is the ?it“" It’s a singular term referring to journalism. That’s what you’re selling. You’re not selling journalistic output. You’re selling journalism. But what Apple is seeking to compensate you for, is the output and that’s why I think this is a very dangerous place to be for these publications.
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