Infoworld Subscriptions and the Web
I've just gotten the third emailed request to answer a brief survey in order to renew my Infoworld subscription. This is on top of the two or three snail-mail requests that arrived either with the magazine or seperately.
I haven't bothered responding because this is one publication I never read on paper anymore. All their good columns are syndicated and can be read in any RSS reader (one excellent career column is linked at the left). In addition, their content is free, online and searchable. They will send you email updates of anything that meets your personal interest criteria.
Why would I want to kill trees to get this thing?
I think many, many of their subscribers must be coming to the same conclusion.
Historically, you had to get on a waiting list to be approved for a complimentary subscription to this kind of magazine. The logic was that they would give a limited number of free subscriptions to "qualified" individuals and their advertisers would pay to reach those individuals, typically people with significant budgetary and purchasing influence in large IT shops.
I know where I stand in the overall scheme of things and it's not that high up. After all, I'm mostly working in consulting roles where I have no budget and no purchasing authority at all. At most, I can have some influence on the people who do.
The fact that they're chasing me down this way suggests that they're having a tough time coming up with enough qualified individuals to keep their advertisers happy. The one-year waitlists of the past must be long gone, destroyed by the easy access that the web provides.
It says another thing, which I've alluded to before and still strongly believe: advertising on the web is cheaper than advertising elsewhere. This is a big problem for those institutions that depend on advertising dollars. Just moving to the web isn't enough. A new strategy for making money in a completely different medium is also necessary. For many media outlets, the transition will turn out to be impossible and they'll be replaced by something new and different.
We are still in the early innings of this game, as evidenced by Infoworld's desperate attempts to hang on to complimentary subscribers like me, who don't even want their product for free.
-btc



