Nueve preguntas para entender el mercado de medios

Ken Doctor explica en Seeking Alpha nueve cuestiones claves para entender el actual mercado de empresas informativas y de qué manera Google cambió las reglas del juego:

Google has repeatedly said: If you don't want us to index your content, just tell us, and we'll be happy to stop. Just use our on/off switch. End of discussion. End of “negotiation.” In fact, its twin moves this week – allowing publishers more flexibility in news search rules and in its Five Clicks Free program – are the latest expressions of that public pose. It knows that the publishers’ current addiction to search traffic makes the on/off choice (even with this week’s nuances) not much of a choice at all. So in part, Murdoch (and more quietly, AP’s) move to bring the anti-Google, Microsoft, to the table creates a sense of real negotiation, competition for perhaps scarce assets.

Most news publishers will tell you that about 25-35% of their traffic is driven by Google and that more than 50% of it is driven by search engines generally. They'll also say that about a quarter to a third comes directly to their sites -- and that these are the regular customers they care about.

Si andan justos de tiempo, vayan directamente a la novena pregunta: ¿pueden los medios negociar en 2009 como en 1999?:

As newspaper publishers debate various schemes, they are valuing their news output as if it were 1999. Back in 1999, they were quite dominant, largely daily print monopolies across the USA. In addition, they produced great quantities of news content ---with at least 12,000 more newsroom staff -- and had little competition in their marketplaces....

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