In 1984, Stewart Brand remarked, “On the one hand information wants to be expensive, because it's so valuable. The right information in the right place just changes your life. On the other hand, information wants to be free, because the cost of getting it out is getting lower and lower all the time. So you have these two fighting against each other.” And the tension continues a quarter of a century later. Free is a very special price as we have learned from best-selling books by behavioral economists and from our own experience. This interactive session will explore the concept of free from a general consumer choice perspective and more specifically through a case study of one publisher that uses free content as part of its business model. Come to this free session about how “free” is making an impact on publishing.
Speakers: Barbara Kline Pope, Executive Director, The National Academies Press; Rebecca Hamilton, Associate Professor of Marketing, Robert H. Smith School of Business, University of Maryland
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