As indicated in the deﬁnition above, the rise of FREE LOVE* canbe attributed to:
, with its amazing capacity to create,copy and distribute anything that's digital, with
costs thatare close to zero
, forcing producers to come up withnew business models/services, whichare often purelyad-driven.
The ever-decreasing cost of physical production makes iteasier to offer more (nearly) free goods in the ofﬂineworld too. In fact, many
goods have actually becomeinsanely cheap
. Just one example: the price of televi-sions has fallen, on average, by 9 percent each yearsince 1998, according to U.S. Dept. of Labor data.
avalanche of free content
created by attention-hungry members of GENERATION C.
C2C marketplaces enabling consumers to
swap insteadof spend
, making transactions cash-neutral.
And all of the above fueling consumers'
toget online and ofﬂine stuff for free.
* For a much more detailed (and excellent) analysis of these driv- ers, and their impact on economies and businesses, keep an eye on
(yes, he of Long Tail fame). His new book 'FREE' will be about, well, all things free. A preview can now be found in the
March 2008 edition
of Wired magazine.
So let's look at
ﬁve manifestations of FREE LOVE:
'Any excuseto advertise', 'Courting saturated consumers', 'C2C', 'Swapping,not spending', and 'Less is more', which all incorporate one ormore of the above drivers.The most visible (commercial) manifestations of FREE LOVE are
businesses offering goods, services and experiences to con-sumers for free and making their money from advertising
. Aslong as attention remains the number one scarce item for B2Cbrands, the number of 'FREEVERTISING' initiatives will continue
to grow relentlessly. An extensiveoverview of online and ofﬂine
No, we're not going to highlight the 1,678,545 sitesthat give away news for free. That's now a given in a FREE LOVEworld. We do have to address the ongoing rise of free,
based newspapers and magazines, though. A few stats, courtesyof
In less than 10 yearsfree daily newspapers have beenintroduced in almost every European country and in sev-eral markets in the United States, Canada, South Amer-ica, Australia and Asia. As of December 2007, there werefree newspapers in 52 countries.
Market leader Metro distributes more than eight millioncopies daily, while other companies publish more than 32million. These copies are read by at least 70 million peo-ple daily.
In four European countries (Iceland, Denmark, Spain andPortugal) more free than paid papers are distributed fromMonday to Friday, while in more than a dozen Europeancountries, the newspaper with the highest circulation is afree paper.So what's next? First of all, continued growth in emerging markets.From Brazilian
. Secondly, a rise in 'niche' freepapers, mainly business-focused: from London's
.Note: a number of free
dailies (including German DieSportzeitung, Spanish Penalty and Portuguese Diario Desportivo)have faltered. Free sports
seem to fare better though:
You are reading a PDF version of one of our free monthly Trend Brieﬁngs. More at: www.trendwatching.com
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