On sharing
There are two competing monetary questions in content ownership: “How can I get the maximum amount for what I’ve already done?” and “How can I get the maximum amount for what I’m going to do next?”.
The former is seemingly answered by maximum control. Tight focused marketing, sell as many copies, wring every last dollar out of existing properties by making sure that people need to buy them more than once and can’t do anything interesting with them. In my opinion, this is a strategy for shooting the latter. It makes enemies, it makes people not care what else you have, and it makes people upset.
Feeding the commons is about ongoing effort. Releasing your work to as many people as possible gets you attention for the next thing you do. It’s so simple. It’s not about selling any one thing anymore, it’s about selling your stream. My previous post, Preaching to the Esquire, is a link that contains the entire text of an article from Esquire. It’s blatantly copied. But if it hadn’t been, only existing subscribers would have read it. As it is, that article is getting forwarded around to lots of people, and it has at the bottom of it this:
Wow. Not something I expected from “Esquire.”
followed by this ringing endoresment:
Esquire is a great magazine. Read it more often: there’s tons of articles on politics, science, current events…it’s, like, Maxim for intelligent people.
Esquire probably had nothing to do with this, but in one stroke, Esquire has certainly grabbed more people for their stream. Many of them will buy an issue. Some of them will subscribe. It’s not about monetizing this article, it’s about getting people to pay attention to what you’re going to do next – the recurring and predictable revenue streams that keep ongoing operations… ongoing.
Put your best work out there, let it speak for itself, and maybe someone will already be paying attention next time you have something interesting to say. Maybe they’ll even pay for the privilege. Locking it up where only people who are already interested can find it is a recipe for obscurity and irrelevance. Yes, TimesSelect, I’m looking at you.
