Game, Set and Match?

The Daily is a bold move in two ways.

First and foremost it’s price and the strategy behind it. Less than a dollar a week. Nobody expected this to happen. A dollar per issue was the general expectation. This price defines the game for tablet publishing and will be hard to ignore, because consumers will come to see it as the de facto standard. Mr. Murdoch just put another wall on his content, one might say.

The Daily is iPad only. My guess is that web access will dry up, at least after the two weeks of free trials. How this will play out, is hard to predict.

One can argue that this move is just one in a series of well planned and executed movements to work towards a model for paid content. Mr. Murdoch spoke many times on the unsustainable position of publishers when they keep giving away their product for free. And, at least in my humble opinion, right so. High Quality Content is difficult to produce and the makers of  creative works should be compensated.

But one can also argue that the web community will  find ways to hack the content anyway or that news is freely available on the web and therefore there is no need at all for paid dailies. And then there is the broad discussion on the nature of the web (open or closed) and even the predictions on the death of the web. Apps rule, so to speak.

We will see. The user will decide.

One very important rule in launching a new product or service, however comes to my mind. A client of mine always used to tell his people that a new thing has to be faster, better, easier and cheaper than the existing offerings. Seen from this perspective I think it will be Game, Set and Match.

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