Monday, 5 October 2009

Why Taxi Drivers are smarter than Publishers

Mashable's post about magazine publishers trying to add value by putting up walls instead of focusing on, er, adding value got me thinking. Setting up a Magazine Hulu is crackers. Here's why.

Taxi drivers may have their faults but as a brand they deliver. They are the editors of the roads.

And publishers are the cabbies of content!

Taxi drivers are the best source of information both in terms of navigating on my behalf to deliver me to my destination (a real-time location) AND in terms of entertaining me along the way (gags, knowledge, stats, tips, op/ed, gossip etc).

Publishers (aka Editorial brands) are the best source of information both in terms of navigating on my behalf to deliver me to my destination (a trusted source of trusted answers I seek) AND in terms of entertaining me along the way (good user experience, relevant adjacent extras: gags, knowledge, stats, tips, op/ed, gossip, offers, deals, events etc).

If a taxi driver adds value to my journey they get a tip.

If a Publisher adds value to my journey they get data, attention and if they are lucky, subscription revenue.

So the trick is to get me into your taxi, add value and try to monetise that value.

Taxi drivers get you in as fast as possible. The tip meter starts the minute we connect.

Publishers are still trying to figure out how to charge people for getting in.

Publishers are focused on the wrong problem: it's not about controlling access, it's about adding value.

TAXI!!!

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