SlideShare a Scribd company logo
Content Is King – Bill Gates (1/3/1996)

Content is where I expect much of the real money will be made on the Internet, just as
it was in broadcasting.

The television revolution that began half a century ago spawned a number of
industries, including the manufacturing of TV sets, but the long-term winners were
those who used the medium to deliver information and entertainment.

When it comes to an interactive network such as the Internet, the definition of
"content" becomes very wide. For example, computer software is a form of content –
anextremely important one, and the one that for Microsoft will remain by far the most
important.

But the broad opportunities for most companies involve supplying information or
entertainment. No company is too small to participate.

One of the exciting things about the Internet is that anyone with a PC and a modem
can publish whatever content they can create. In a sense, the Internet is the
multimedia equivalent of the photocopier. It allows material to be duplicated at low
cost, no matter the size of the audience.

The Internet also allows information to be distributed worldwide at basically zero
marginal cost to the publisher. Opportunities are remarkable, and many companies are
laying plans to create content for the Internet.

For example, the television network NBC and Microsoft recently agreed to enter the
interactive news business together. Our companies will jointly own a cable news
network, MSNBC, and an interactive news service on the Internet. NBC will maintain
editorial control over the joint venture.

I expect societies will see intense competition – andample failure as well as success –
inall categories of popular content – notjust software and news, but also games,
entertainment, sports programming, directories, classified advertising, and on-line
communities devoted to major interests.

Printed magazines have readerships that share common interests. It’s easy to imagine
these communities being served by electronic online editions.
But to be successful online, a magazine can’t just take what it has in print and move it
to the electronic realm. There isn’t enough depth or interactivity in print content to
overcome the drawbacks of the online medium.

If people are to be expected to put up with turning on a computer to read a screen,
they must be rewarded with deep and extremely up-to-date information that they can
explore at will. They need to have audio, and possibly video. They need an opportunity
for personal involvement that goes far beyond that offered through the letters-to-the-
editor pages of print magazines.

A question on many minds is how often the same company that serves an interest
group in print will succeed in serving it online. Even the very future of certain printed
magazines is called into question by the Internet.

For example, the Internet is already revolutionizing the exchange of specialized
scientific information. Printed scientific journals tend to have small circulations,
making them high-priced. University libraries are a big part of the market. It’s been an
awkward, slow, expensive way to distribute information to a specialized audience, but
there hasn’t been an alternative.

Now some researchers are beginning to use the Internet to publish scientific findings.
The practice challenges the future of some venerable printed journals.

Over time, the breadth of information on the Internet will be enormous, which will
make it compelling. Although the gold rush atmosphere today is primarily confined to
the United States, I expect it to sweep the world as communications costs come down
and a critical mass of localized content becomes available in different countries.

For the Internet to thrive, content providers must be paid for their work. The long-
term prospects are good, but I expect a lot of disappointment in the short-term as
content companies struggle to make money through advertising or subscriptions. It
isn’t working yet, and it may not for some time.

So far, at least, most of the money and effort put into interactive publishing is little
more than a labor of love, or an effort to help promote products sold in the non-
electronic world. Often these efforts are based on the belief that over time someone
will figure out how to get revenue.

In the long run, advertising is promising. An advantage of interactive advertising is that
an initial message needs only to attract attention rather than convey much
information. A user can click on the ad to get additional information – andan advertiser
can measure whether people are doing so.

But today the amount of subscription revenue or advertising revenue realized on the
Internet is near zero – maybe$20 million or $30 million in total. Advertisers are always
a little reluctant about a new medium, and the Internet is certainly new and different.

Some reluctance on the part of advertisers may be justified, because many Internet
users are less-than-thrilled about seeing advertising. One reason is that many
advertisers use big images that take a long time to download across a telephone dial-
up connection. A magazine ad takes up space too, but a reader can flip a printed page
rapidly.

As connections to the Internet get faster, the annoyance of waiting for an
advertisement to load will diminish and then disappear. But that’s a few years off.

Some content companies are experimenting with subscriptions, often with the lure of
some free content. It’s tricky, though, because as soon as an electronic community
charges a subscription, the number of people who visit the site drops dramatically,
reducing the value proposition to advertisers.

A major reason paying for content doesn’t work very well yet is that it’s not practical to
charge small amounts. The cost and hassle of electronic transactions makes it
impractical to charge less than a fairly high subscription rate.

But within a year the mechanisms will be in place that allow content providers to
charge just a cent or a few cents for information. If you decide to visit a page that costs
a nickel, you won’t be writing a check or getting a bill in the mail for a nickel. You’ll just
click on what you want, knowing you’ll be charged a nickel on an aggregated basis.

This technology will liberate publishers to charge small amounts of money, in the hope
of attracting wide audiences.

Those who succeed will propel the Internet forward as a marketplace of ideas,
experiences, and products – amarketplace of content.

This essay is copyright © 2001 Microsoft Corporation. AllRightsReserved.

More Related Content

What's hot

Colombia's Consumer Pulse Update - August 2020
Colombia's Consumer Pulse Update - August 2020Colombia's Consumer Pulse Update - August 2020
Colombia's Consumer Pulse Update - August 2020
Bain & Company Brasil
 
Accenture Global Institutional Investor Study of ESG in Mining
Accenture Global Institutional Investor Study of ESG in MiningAccenture Global Institutional Investor Study of ESG in Mining
Accenture Global Institutional Investor Study of ESG in Mining
accenture
 
Shifting Trade Rules and the Future for North America’s Auto Industry
Shifting Trade Rules and the Future for North America’s Auto IndustryShifting Trade Rules and the Future for North America’s Auto Industry
Shifting Trade Rules and the Future for North America’s Auto Industry
Boston Consulting Group
 
Chile's Consumer Pulse Update - August 2020
Chile's Consumer Pulse Update - August 2020Chile's Consumer Pulse Update - August 2020
Chile's Consumer Pulse Update - August 2020
Bain & Company Brasil
 
Sustainability's next frontier
Sustainability's next frontierSustainability's next frontier
Sustainability's next frontier
Boston Consulting Group
 
Salesforce Basecamp Helsinki 8.5.2018 - Boston Consulting Group
Salesforce Basecamp Helsinki 8.5.2018 - Boston Consulting GroupSalesforce Basecamp Helsinki 8.5.2018 - Boston Consulting Group
Salesforce Basecamp Helsinki 8.5.2018 - Boston Consulting Group
Salesforce Finland
 
Joining Forces: Interagency Collaboration and "Smart Power"
Joining Forces: Interagency Collaboration and "Smart Power"Joining Forces: Interagency Collaboration and "Smart Power"
Joining Forces: Interagency Collaboration and "Smart Power"
Booz Allen Hamilton
 
Economy SEA 2019 by google
Economy SEA 2019 by googleEconomy SEA 2019 by google
Economy SEA 2019 by google
AIS Ahmad Iman Sudrajat
 
Airbnb business model analysis
Airbnb business model analysisAirbnb business model analysis
Airbnb business model analysis
Gua Tabidze
 
EY Germany FinTech Landscape
EY Germany FinTech LandscapeEY Germany FinTech Landscape
EY Germany FinTech Landscape
EY
 
Textile Industry
Textile IndustryTextile Industry
Textile Industry
Collaborator
 
EY Megatrends: Resourceful planet, Digital future, Future of work
EY Megatrends: Resourceful planet, Digital future, Future of workEY Megatrends: Resourceful planet, Digital future, Future of work
EY Megatrends: Resourceful planet, Digital future, Future of work
EY
 
e-Conomy SEA 2021: Kỷ nguyên số của Đông Nam Á
e-Conomy SEA 2021: Kỷ nguyên số của Đông Nam Áe-Conomy SEA 2021: Kỷ nguyên số của Đông Nam Á
e-Conomy SEA 2021: Kỷ nguyên số của Đông Nam Á
MarketingTrips
 
The Industrialist: Trends & Innovations - Feb 2022
The Industrialist: Trends & Innovations - Feb 2022The Industrialist: Trends & Innovations - Feb 2022
The Industrialist: Trends & Innovations - Feb 2022
accenture
 
How Boeing is Using AWS to Transform Commercial Aviation (ENT213) | AWS re:In...
How Boeing is Using AWS to Transform Commercial Aviation (ENT213) | AWS re:In...How Boeing is Using AWS to Transform Commercial Aviation (ENT213) | AWS re:In...
How Boeing is Using AWS to Transform Commercial Aviation (ENT213) | AWS re:In...
Amazon Web Services
 
BCG Telco Sustainability Index
BCG Telco Sustainability IndexBCG Telco Sustainability Index
BCG Telco Sustainability Index
Boston Consulting Group
 
The Insurer/Distributor Interface: Where InsurTech is Going Next
The Insurer/Distributor Interface: Where InsurTech is Going NextThe Insurer/Distributor Interface: Where InsurTech is Going Next
The Insurer/Distributor Interface: Where InsurTech is Going Next
Adrian Jones
 
End-to-End OT SecOps Transforming from Good to Great
End-to-End OT SecOps Transforming from Good to GreatEnd-to-End OT SecOps Transforming from Good to Great
End-to-End OT SecOps Transforming from Good to Great
accenture
 
When, Where & How AI Will Boost Federal Workforce Productivity
When, Where & How AI Will Boost Federal Workforce ProductivityWhen, Where & How AI Will Boost Federal Workforce Productivity
When, Where & How AI Will Boost Federal Workforce Productivity
accenture
 
Las andanzas con mezclaito
Las andanzas con mezclaitoLas andanzas con mezclaito
Las andanzas con mezclaito
Medicina Sagrada
 

What's hot (20)

Colombia's Consumer Pulse Update - August 2020
Colombia's Consumer Pulse Update - August 2020Colombia's Consumer Pulse Update - August 2020
Colombia's Consumer Pulse Update - August 2020
 
Accenture Global Institutional Investor Study of ESG in Mining
Accenture Global Institutional Investor Study of ESG in MiningAccenture Global Institutional Investor Study of ESG in Mining
Accenture Global Institutional Investor Study of ESG in Mining
 
Shifting Trade Rules and the Future for North America’s Auto Industry
Shifting Trade Rules and the Future for North America’s Auto IndustryShifting Trade Rules and the Future for North America’s Auto Industry
Shifting Trade Rules and the Future for North America’s Auto Industry
 
Chile's Consumer Pulse Update - August 2020
Chile's Consumer Pulse Update - August 2020Chile's Consumer Pulse Update - August 2020
Chile's Consumer Pulse Update - August 2020
 
Sustainability's next frontier
Sustainability's next frontierSustainability's next frontier
Sustainability's next frontier
 
Salesforce Basecamp Helsinki 8.5.2018 - Boston Consulting Group
Salesforce Basecamp Helsinki 8.5.2018 - Boston Consulting GroupSalesforce Basecamp Helsinki 8.5.2018 - Boston Consulting Group
Salesforce Basecamp Helsinki 8.5.2018 - Boston Consulting Group
 
Joining Forces: Interagency Collaboration and "Smart Power"
Joining Forces: Interagency Collaboration and "Smart Power"Joining Forces: Interagency Collaboration and "Smart Power"
Joining Forces: Interagency Collaboration and "Smart Power"
 
Economy SEA 2019 by google
Economy SEA 2019 by googleEconomy SEA 2019 by google
Economy SEA 2019 by google
 
Airbnb business model analysis
Airbnb business model analysisAirbnb business model analysis
Airbnb business model analysis
 
EY Germany FinTech Landscape
EY Germany FinTech LandscapeEY Germany FinTech Landscape
EY Germany FinTech Landscape
 
Textile Industry
Textile IndustryTextile Industry
Textile Industry
 
EY Megatrends: Resourceful planet, Digital future, Future of work
EY Megatrends: Resourceful planet, Digital future, Future of workEY Megatrends: Resourceful planet, Digital future, Future of work
EY Megatrends: Resourceful planet, Digital future, Future of work
 
e-Conomy SEA 2021: Kỷ nguyên số của Đông Nam Á
e-Conomy SEA 2021: Kỷ nguyên số của Đông Nam Áe-Conomy SEA 2021: Kỷ nguyên số của Đông Nam Á
e-Conomy SEA 2021: Kỷ nguyên số của Đông Nam Á
 
The Industrialist: Trends & Innovations - Feb 2022
The Industrialist: Trends & Innovations - Feb 2022The Industrialist: Trends & Innovations - Feb 2022
The Industrialist: Trends & Innovations - Feb 2022
 
How Boeing is Using AWS to Transform Commercial Aviation (ENT213) | AWS re:In...
How Boeing is Using AWS to Transform Commercial Aviation (ENT213) | AWS re:In...How Boeing is Using AWS to Transform Commercial Aviation (ENT213) | AWS re:In...
How Boeing is Using AWS to Transform Commercial Aviation (ENT213) | AWS re:In...
 
BCG Telco Sustainability Index
BCG Telco Sustainability IndexBCG Telco Sustainability Index
BCG Telco Sustainability Index
 
The Insurer/Distributor Interface: Where InsurTech is Going Next
The Insurer/Distributor Interface: Where InsurTech is Going NextThe Insurer/Distributor Interface: Where InsurTech is Going Next
The Insurer/Distributor Interface: Where InsurTech is Going Next
 
End-to-End OT SecOps Transforming from Good to Great
End-to-End OT SecOps Transforming from Good to GreatEnd-to-End OT SecOps Transforming from Good to Great
End-to-End OT SecOps Transforming from Good to Great
 
When, Where & How AI Will Boost Federal Workforce Productivity
When, Where & How AI Will Boost Federal Workforce ProductivityWhen, Where & How AI Will Boost Federal Workforce Productivity
When, Where & How AI Will Boost Federal Workforce Productivity
 
Las andanzas con mezclaito
Las andanzas con mezclaitoLas andanzas con mezclaito
Las andanzas con mezclaito
 

Similar to Content is King (Bill Gates)

Laudon traver ec11-im_ch10
Laudon traver ec11-im_ch10Laudon traver ec11-im_ch10
Laudon traver ec11-im_ch10
BookStoreLib
 
Mindshare POV: Digital Trends 2014
Mindshare POV: Digital Trends 2014Mindshare POV: Digital Trends 2014
Mindshare POV: Digital Trends 2014
Ciarán Norris
 
Laudon traver ec10-im_ch10
Laudon traver ec10-im_ch10Laudon traver ec10-im_ch10
Laudon traver ec10-im_ch10
BookStoreLib
 
Laudon traver ec10-im_ch10
Laudon traver ec10-im_ch10Laudon traver ec10-im_ch10
Laudon traver ec10-im_ch10
BookStoreLib
 
Marketing Trends To Watch
Marketing Trends To WatchMarketing Trends To Watch
Marketing Trends To Watch
Scott Brandon
 
overview on online advertising
overview on  online advertisingoverview on  online advertising
overview on online advertising
NITK
 
Digital Trends 2010
Digital Trends 2010Digital Trends 2010
Digital Trends 2010
Halogen AS
 
Digital trends 2010
Digital trends 2010Digital trends 2010
Digital trends 2010
Tom de Haas
 
Digital Trends 2010
Digital Trends 2010Digital Trends 2010
Digital Trends 2010
Dan St. Peter
 
Assignment 2 T1.pdf
Assignment 2 T1.pdfAssignment 2 T1.pdf
Assignment 2 T1.pdf
billymooney1
 
The Data Deal - How Data Driven Digital Advertising Benefits UK Citizens (2)
The Data Deal - How Data Driven Digital Advertising Benefits UK Citizens (2)The Data Deal - How Data Driven Digital Advertising Benefits UK Citizens (2)
The Data Deal - How Data Driven Digital Advertising Benefits UK Citizens (2)
Alex Stepney
 
Democratized Content is King
Democratized Content is KingDemocratized Content is King
Democratized Content is King
Cognizant
 
E-COMMERCE.docx
E-COMMERCE.docxE-COMMERCE.docx
E-COMMERCE.docx
AdRafiq1
 
Part 3 of 3_Fastest Growing Duolingo Courses
Part 3 of 3_Fastest Growing Duolingo CoursesPart 3 of 3_Fastest Growing Duolingo Courses
Part 3 of 3_Fastest Growing Duolingo Courses
Lisa M. Beck
 
6 Trends created by internet & smart phones that marketers must respect
6 Trends created by internet & smart phones that marketers must respect6 Trends created by internet & smart phones that marketers must respect
6 Trends created by internet & smart phones that marketers must respect
S K "Bal" Palekar
 
The Future Of [Social] Media
The Future Of [Social] MediaThe Future Of [Social] Media
The Future Of [Social] Media
Graeme Wood
 
Unit 1 assignment 2 task 1
Unit 1 assignment 2 task 1Unit 1 assignment 2 task 1
Unit 1 assignment 2 task 1
KaunainLakha
 
Future of mobile search vertical searchworks
Future of mobile search vertical searchworksFuture of mobile search vertical searchworks
Future of mobile search vertical searchworks
Kerstin Recker
 
Digital Marketing Evolution
Digital Marketing EvolutionDigital Marketing Evolution
Digital Marketing Evolution
Joana808619
 
Our relationship with the internet
Our relationship with the internetOur relationship with the internet
Our relationship with the internet
LaurenMacgregor6
 

Similar to Content is King (Bill Gates) (20)

Laudon traver ec11-im_ch10
Laudon traver ec11-im_ch10Laudon traver ec11-im_ch10
Laudon traver ec11-im_ch10
 
Mindshare POV: Digital Trends 2014
Mindshare POV: Digital Trends 2014Mindshare POV: Digital Trends 2014
Mindshare POV: Digital Trends 2014
 
Laudon traver ec10-im_ch10
Laudon traver ec10-im_ch10Laudon traver ec10-im_ch10
Laudon traver ec10-im_ch10
 
Laudon traver ec10-im_ch10
Laudon traver ec10-im_ch10Laudon traver ec10-im_ch10
Laudon traver ec10-im_ch10
 
Marketing Trends To Watch
Marketing Trends To WatchMarketing Trends To Watch
Marketing Trends To Watch
 
overview on online advertising
overview on  online advertisingoverview on  online advertising
overview on online advertising
 
Digital Trends 2010
Digital Trends 2010Digital Trends 2010
Digital Trends 2010
 
Digital trends 2010
Digital trends 2010Digital trends 2010
Digital trends 2010
 
Digital Trends 2010
Digital Trends 2010Digital Trends 2010
Digital Trends 2010
 
Assignment 2 T1.pdf
Assignment 2 T1.pdfAssignment 2 T1.pdf
Assignment 2 T1.pdf
 
The Data Deal - How Data Driven Digital Advertising Benefits UK Citizens (2)
The Data Deal - How Data Driven Digital Advertising Benefits UK Citizens (2)The Data Deal - How Data Driven Digital Advertising Benefits UK Citizens (2)
The Data Deal - How Data Driven Digital Advertising Benefits UK Citizens (2)
 
Democratized Content is King
Democratized Content is KingDemocratized Content is King
Democratized Content is King
 
E-COMMERCE.docx
E-COMMERCE.docxE-COMMERCE.docx
E-COMMERCE.docx
 
Part 3 of 3_Fastest Growing Duolingo Courses
Part 3 of 3_Fastest Growing Duolingo CoursesPart 3 of 3_Fastest Growing Duolingo Courses
Part 3 of 3_Fastest Growing Duolingo Courses
 
6 Trends created by internet & smart phones that marketers must respect
6 Trends created by internet & smart phones that marketers must respect6 Trends created by internet & smart phones that marketers must respect
6 Trends created by internet & smart phones that marketers must respect
 
The Future Of [Social] Media
The Future Of [Social] MediaThe Future Of [Social] Media
The Future Of [Social] Media
 
Unit 1 assignment 2 task 1
Unit 1 assignment 2 task 1Unit 1 assignment 2 task 1
Unit 1 assignment 2 task 1
 
Future of mobile search vertical searchworks
Future of mobile search vertical searchworksFuture of mobile search vertical searchworks
Future of mobile search vertical searchworks
 
Digital Marketing Evolution
Digital Marketing EvolutionDigital Marketing Evolution
Digital Marketing Evolution
 
Our relationship with the internet
Our relationship with the internetOur relationship with the internet
Our relationship with the internet
 

More from Monica Chaves

Cultura digital aula 16 - revolution not televised
Cultura digital   aula 16 - revolution not televisedCultura digital   aula 16 - revolution not televised
Cultura digital aula 16 - revolution not televised
Monica Chaves
 
Cultura digital aula 12 - mobilização
Cultura digital   aula 12 - mobilizaçãoCultura digital   aula 12 - mobilização
Cultura digital aula 12 - mobilização
Monica Chaves
 
Cultura digital aula 11 - criações compartilhadas
Cultura digital   aula 11 - criações compartilhadasCultura digital   aula 11 - criações compartilhadas
Cultura digital aula 11 - criações compartilhadas
Monica Chaves
 
Cultura digital aula 10 - personas digitais
Cultura digital   aula 10 - personas digitaisCultura digital   aula 10 - personas digitais
Cultura digital aula 10 - personas digitais
Monica Chaves
 
Cultura digital aula 8 - conexões
Cultura digital   aula 8 - conexõesCultura digital   aula 8 - conexões
Cultura digital aula 8 - conexões
Monica Chaves
 
Uso da crase
Uso da craseUso da crase
Uso da crase
Monica Chaves
 
Comunicação Integrada na Era da Informação Compartilhada
Comunicação Integrada na Era da Informação CompartilhadaComunicação Integrada na Era da Informação Compartilhada
Comunicação Integrada na Era da Informação Compartilhada
Monica Chaves
 

More from Monica Chaves (7)

Cultura digital aula 16 - revolution not televised
Cultura digital   aula 16 - revolution not televisedCultura digital   aula 16 - revolution not televised
Cultura digital aula 16 - revolution not televised
 
Cultura digital aula 12 - mobilização
Cultura digital   aula 12 - mobilizaçãoCultura digital   aula 12 - mobilização
Cultura digital aula 12 - mobilização
 
Cultura digital aula 11 - criações compartilhadas
Cultura digital   aula 11 - criações compartilhadasCultura digital   aula 11 - criações compartilhadas
Cultura digital aula 11 - criações compartilhadas
 
Cultura digital aula 10 - personas digitais
Cultura digital   aula 10 - personas digitaisCultura digital   aula 10 - personas digitais
Cultura digital aula 10 - personas digitais
 
Cultura digital aula 8 - conexões
Cultura digital   aula 8 - conexõesCultura digital   aula 8 - conexões
Cultura digital aula 8 - conexões
 
Uso da crase
Uso da craseUso da crase
Uso da crase
 
Comunicação Integrada na Era da Informação Compartilhada
Comunicação Integrada na Era da Informação CompartilhadaComunicação Integrada na Era da Informação Compartilhada
Comunicação Integrada na Era da Informação Compartilhada
 

Recently uploaded

Presentation of the OECD Artificial Intelligence Review of Germany
Presentation of the OECD Artificial Intelligence Review of GermanyPresentation of the OECD Artificial Intelligence Review of Germany
Presentation of the OECD Artificial Intelligence Review of Germany
innovationoecd
 
20240607 QFM018 Elixir Reading List May 2024
20240607 QFM018 Elixir Reading List May 202420240607 QFM018 Elixir Reading List May 2024
20240607 QFM018 Elixir Reading List May 2024
Matthew Sinclair
 
Unlock the Future of Search with MongoDB Atlas_ Vector Search Unleashed.pdf
Unlock the Future of Search with MongoDB Atlas_ Vector Search Unleashed.pdfUnlock the Future of Search with MongoDB Atlas_ Vector Search Unleashed.pdf
Unlock the Future of Search with MongoDB Atlas_ Vector Search Unleashed.pdf
Malak Abu Hammad
 
Essentials of Automations: The Art of Triggers and Actions in FME
Essentials of Automations: The Art of Triggers and Actions in FMEEssentials of Automations: The Art of Triggers and Actions in FME
Essentials of Automations: The Art of Triggers and Actions in FME
Safe Software
 
Ocean lotus Threat actors project by John Sitima 2024 (1).pptx
Ocean lotus Threat actors project by John Sitima 2024 (1).pptxOcean lotus Threat actors project by John Sitima 2024 (1).pptx
Ocean lotus Threat actors project by John Sitima 2024 (1).pptx
SitimaJohn
 
National Security Agency - NSA mobile device best practices
National Security Agency - NSA mobile device best practicesNational Security Agency - NSA mobile device best practices
National Security Agency - NSA mobile device best practices
Quotidiano Piemontese
 
How to use Firebase Data Connect For Flutter
How to use Firebase Data Connect For FlutterHow to use Firebase Data Connect For Flutter
How to use Firebase Data Connect For Flutter
Daiki Mogmet Ito
 
“I’m still / I’m still / Chaining from the Block”
“I’m still / I’m still / Chaining from the Block”“I’m still / I’m still / Chaining from the Block”
“I’m still / I’m still / Chaining from the Block”
Claudio Di Ciccio
 
20240609 QFM020 Irresponsible AI Reading List May 2024
20240609 QFM020 Irresponsible AI Reading List May 202420240609 QFM020 Irresponsible AI Reading List May 2024
20240609 QFM020 Irresponsible AI Reading List May 2024
Matthew Sinclair
 
Monitoring and Managing Anomaly Detection on OpenShift.pdf
Monitoring and Managing Anomaly Detection on OpenShift.pdfMonitoring and Managing Anomaly Detection on OpenShift.pdf
Monitoring and Managing Anomaly Detection on OpenShift.pdf
Tosin Akinosho
 
Microsoft - Power Platform_G.Aspiotis.pdf
Microsoft - Power Platform_G.Aspiotis.pdfMicrosoft - Power Platform_G.Aspiotis.pdf
Microsoft - Power Platform_G.Aspiotis.pdf
Uni Systems S.M.S.A.
 
Cosa hanno in comune un mattoncino Lego e la backdoor XZ?
Cosa hanno in comune un mattoncino Lego e la backdoor XZ?Cosa hanno in comune un mattoncino Lego e la backdoor XZ?
Cosa hanno in comune un mattoncino Lego e la backdoor XZ?
Speck&Tech
 
OpenID AuthZEN Interop Read Out - Authorization
OpenID AuthZEN Interop Read Out - AuthorizationOpenID AuthZEN Interop Read Out - Authorization
OpenID AuthZEN Interop Read Out - Authorization
David Brossard
 
Uni Systems Copilot event_05062024_C.Vlachos.pdf
Uni Systems Copilot event_05062024_C.Vlachos.pdfUni Systems Copilot event_05062024_C.Vlachos.pdf
Uni Systems Copilot event_05062024_C.Vlachos.pdf
Uni Systems S.M.S.A.
 
Columbus Data & Analytics Wednesdays - June 2024
Columbus Data & Analytics Wednesdays - June 2024Columbus Data & Analytics Wednesdays - June 2024
Columbus Data & Analytics Wednesdays - June 2024
Jason Packer
 
HCL Notes und Domino Lizenzkostenreduzierung in der Welt von DLAU
HCL Notes und Domino Lizenzkostenreduzierung in der Welt von DLAUHCL Notes und Domino Lizenzkostenreduzierung in der Welt von DLAU
HCL Notes und Domino Lizenzkostenreduzierung in der Welt von DLAU
panagenda
 
Mariano G Tinti - Decoding SpaceX
Mariano G Tinti - Decoding SpaceXMariano G Tinti - Decoding SpaceX
Mariano G Tinti - Decoding SpaceX
Mariano Tinti
 
Video Streaming: Then, Now, and in the Future
Video Streaming: Then, Now, and in the FutureVideo Streaming: Then, Now, and in the Future
Video Streaming: Then, Now, and in the Future
Alpen-Adria-Universität
 
Artificial Intelligence for XMLDevelopment
Artificial Intelligence for XMLDevelopmentArtificial Intelligence for XMLDevelopment
Artificial Intelligence for XMLDevelopment
Octavian Nadolu
 
HCL Notes and Domino License Cost Reduction in the World of DLAU
HCL Notes and Domino License Cost Reduction in the World of DLAUHCL Notes and Domino License Cost Reduction in the World of DLAU
HCL Notes and Domino License Cost Reduction in the World of DLAU
panagenda
 

Recently uploaded (20)

Presentation of the OECD Artificial Intelligence Review of Germany
Presentation of the OECD Artificial Intelligence Review of GermanyPresentation of the OECD Artificial Intelligence Review of Germany
Presentation of the OECD Artificial Intelligence Review of Germany
 
20240607 QFM018 Elixir Reading List May 2024
20240607 QFM018 Elixir Reading List May 202420240607 QFM018 Elixir Reading List May 2024
20240607 QFM018 Elixir Reading List May 2024
 
Unlock the Future of Search with MongoDB Atlas_ Vector Search Unleashed.pdf
Unlock the Future of Search with MongoDB Atlas_ Vector Search Unleashed.pdfUnlock the Future of Search with MongoDB Atlas_ Vector Search Unleashed.pdf
Unlock the Future of Search with MongoDB Atlas_ Vector Search Unleashed.pdf
 
Essentials of Automations: The Art of Triggers and Actions in FME
Essentials of Automations: The Art of Triggers and Actions in FMEEssentials of Automations: The Art of Triggers and Actions in FME
Essentials of Automations: The Art of Triggers and Actions in FME
 
Ocean lotus Threat actors project by John Sitima 2024 (1).pptx
Ocean lotus Threat actors project by John Sitima 2024 (1).pptxOcean lotus Threat actors project by John Sitima 2024 (1).pptx
Ocean lotus Threat actors project by John Sitima 2024 (1).pptx
 
National Security Agency - NSA mobile device best practices
National Security Agency - NSA mobile device best practicesNational Security Agency - NSA mobile device best practices
National Security Agency - NSA mobile device best practices
 
How to use Firebase Data Connect For Flutter
How to use Firebase Data Connect For FlutterHow to use Firebase Data Connect For Flutter
How to use Firebase Data Connect For Flutter
 
“I’m still / I’m still / Chaining from the Block”
“I’m still / I’m still / Chaining from the Block”“I’m still / I’m still / Chaining from the Block”
“I’m still / I’m still / Chaining from the Block”
 
20240609 QFM020 Irresponsible AI Reading List May 2024
20240609 QFM020 Irresponsible AI Reading List May 202420240609 QFM020 Irresponsible AI Reading List May 2024
20240609 QFM020 Irresponsible AI Reading List May 2024
 
Monitoring and Managing Anomaly Detection on OpenShift.pdf
Monitoring and Managing Anomaly Detection on OpenShift.pdfMonitoring and Managing Anomaly Detection on OpenShift.pdf
Monitoring and Managing Anomaly Detection on OpenShift.pdf
 
Microsoft - Power Platform_G.Aspiotis.pdf
Microsoft - Power Platform_G.Aspiotis.pdfMicrosoft - Power Platform_G.Aspiotis.pdf
Microsoft - Power Platform_G.Aspiotis.pdf
 
Cosa hanno in comune un mattoncino Lego e la backdoor XZ?
Cosa hanno in comune un mattoncino Lego e la backdoor XZ?Cosa hanno in comune un mattoncino Lego e la backdoor XZ?
Cosa hanno in comune un mattoncino Lego e la backdoor XZ?
 
OpenID AuthZEN Interop Read Out - Authorization
OpenID AuthZEN Interop Read Out - AuthorizationOpenID AuthZEN Interop Read Out - Authorization
OpenID AuthZEN Interop Read Out - Authorization
 
Uni Systems Copilot event_05062024_C.Vlachos.pdf
Uni Systems Copilot event_05062024_C.Vlachos.pdfUni Systems Copilot event_05062024_C.Vlachos.pdf
Uni Systems Copilot event_05062024_C.Vlachos.pdf
 
Columbus Data & Analytics Wednesdays - June 2024
Columbus Data & Analytics Wednesdays - June 2024Columbus Data & Analytics Wednesdays - June 2024
Columbus Data & Analytics Wednesdays - June 2024
 
HCL Notes und Domino Lizenzkostenreduzierung in der Welt von DLAU
HCL Notes und Domino Lizenzkostenreduzierung in der Welt von DLAUHCL Notes und Domino Lizenzkostenreduzierung in der Welt von DLAU
HCL Notes und Domino Lizenzkostenreduzierung in der Welt von DLAU
 
Mariano G Tinti - Decoding SpaceX
Mariano G Tinti - Decoding SpaceXMariano G Tinti - Decoding SpaceX
Mariano G Tinti - Decoding SpaceX
 
Video Streaming: Then, Now, and in the Future
Video Streaming: Then, Now, and in the FutureVideo Streaming: Then, Now, and in the Future
Video Streaming: Then, Now, and in the Future
 
Artificial Intelligence for XMLDevelopment
Artificial Intelligence for XMLDevelopmentArtificial Intelligence for XMLDevelopment
Artificial Intelligence for XMLDevelopment
 
HCL Notes and Domino License Cost Reduction in the World of DLAU
HCL Notes and Domino License Cost Reduction in the World of DLAUHCL Notes and Domino License Cost Reduction in the World of DLAU
HCL Notes and Domino License Cost Reduction in the World of DLAU
 

Content is King (Bill Gates)

  • 1. Content Is King – Bill Gates (1/3/1996) Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting. The television revolution that began half a century ago spawned a number of industries, including the manufacturing of TV sets, but the long-term winners were those who used the medium to deliver information and entertainment. When it comes to an interactive network such as the Internet, the definition of "content" becomes very wide. For example, computer software is a form of content – anextremely important one, and the one that for Microsoft will remain by far the most important. But the broad opportunities for most companies involve supplying information or entertainment. No company is too small to participate. One of the exciting things about the Internet is that anyone with a PC and a modem can publish whatever content they can create. In a sense, the Internet is the multimedia equivalent of the photocopier. It allows material to be duplicated at low cost, no matter the size of the audience. The Internet also allows information to be distributed worldwide at basically zero marginal cost to the publisher. Opportunities are remarkable, and many companies are laying plans to create content for the Internet. For example, the television network NBC and Microsoft recently agreed to enter the interactive news business together. Our companies will jointly own a cable news network, MSNBC, and an interactive news service on the Internet. NBC will maintain editorial control over the joint venture. I expect societies will see intense competition – andample failure as well as success – inall categories of popular content – notjust software and news, but also games, entertainment, sports programming, directories, classified advertising, and on-line communities devoted to major interests. Printed magazines have readerships that share common interests. It’s easy to imagine these communities being served by electronic online editions.
  • 2. But to be successful online, a magazine can’t just take what it has in print and move it to the electronic realm. There isn’t enough depth or interactivity in print content to overcome the drawbacks of the online medium. If people are to be expected to put up with turning on a computer to read a screen, they must be rewarded with deep and extremely up-to-date information that they can explore at will. They need to have audio, and possibly video. They need an opportunity for personal involvement that goes far beyond that offered through the letters-to-the- editor pages of print magazines. A question on many minds is how often the same company that serves an interest group in print will succeed in serving it online. Even the very future of certain printed magazines is called into question by the Internet. For example, the Internet is already revolutionizing the exchange of specialized scientific information. Printed scientific journals tend to have small circulations, making them high-priced. University libraries are a big part of the market. It’s been an awkward, slow, expensive way to distribute information to a specialized audience, but there hasn’t been an alternative. Now some researchers are beginning to use the Internet to publish scientific findings. The practice challenges the future of some venerable printed journals. Over time, the breadth of information on the Internet will be enormous, which will make it compelling. Although the gold rush atmosphere today is primarily confined to the United States, I expect it to sweep the world as communications costs come down and a critical mass of localized content becomes available in different countries. For the Internet to thrive, content providers must be paid for their work. The long- term prospects are good, but I expect a lot of disappointment in the short-term as content companies struggle to make money through advertising or subscriptions. It isn’t working yet, and it may not for some time. So far, at least, most of the money and effort put into interactive publishing is little more than a labor of love, or an effort to help promote products sold in the non- electronic world. Often these efforts are based on the belief that over time someone will figure out how to get revenue. In the long run, advertising is promising. An advantage of interactive advertising is that an initial message needs only to attract attention rather than convey much
  • 3. information. A user can click on the ad to get additional information – andan advertiser can measure whether people are doing so. But today the amount of subscription revenue or advertising revenue realized on the Internet is near zero – maybe$20 million or $30 million in total. Advertisers are always a little reluctant about a new medium, and the Internet is certainly new and different. Some reluctance on the part of advertisers may be justified, because many Internet users are less-than-thrilled about seeing advertising. One reason is that many advertisers use big images that take a long time to download across a telephone dial- up connection. A magazine ad takes up space too, but a reader can flip a printed page rapidly. As connections to the Internet get faster, the annoyance of waiting for an advertisement to load will diminish and then disappear. But that’s a few years off. Some content companies are experimenting with subscriptions, often with the lure of some free content. It’s tricky, though, because as soon as an electronic community charges a subscription, the number of people who visit the site drops dramatically, reducing the value proposition to advertisers. A major reason paying for content doesn’t work very well yet is that it’s not practical to charge small amounts. The cost and hassle of electronic transactions makes it impractical to charge less than a fairly high subscription rate. But within a year the mechanisms will be in place that allow content providers to charge just a cent or a few cents for information. If you decide to visit a page that costs a nickel, you won’t be writing a check or getting a bill in the mail for a nickel. You’ll just click on what you want, knowing you’ll be charged a nickel on an aggregated basis. This technology will liberate publishers to charge small amounts of money, in the hope of attracting wide audiences. Those who succeed will propel the Internet forward as a marketplace of ideas, experiences, and products – amarketplace of content. This essay is copyright © 2001 Microsoft Corporation. AllRightsReserved.