Scarcity doesn’t mean greedy corporations don’t stop growing.
I’m confused by this company because what I said is that scarcity is what creates the market. Before self-publication and file sharing, the size of the market was controlled by the fact that it was more difficult to make copies and the fact that companies could time their release schedules and thus control, to some level, their competition. Add that to them having strong name recognition, and wider distribution than smaller companies, this again contributed to a greater scarcity which helped them to continue to grow.
But now, Amazon owns the bulk of the market, and self-publishing has created an avalanche of competition. Now, granted, the bulk of self-published material isn’t very good, but oddly enough the scammers who produce garbage regularly (sometimes just click bait that gets caught late. They sign up for Amazon select and then have literally nothing but junk text with the opening page being a link to the last page “Get a free amazon gift card.” The reader clicks the link, goes to the last page, returns the book, and the scammer gets paid for all the pages “read” between their first page and the page the link sent the reader to). Honestly, these scammers make more money than people who are actually trying to produce quality material). And that’s with Amazon trying to shut them down as soon as they’re aware of it.
Marketing is not free, not good marketing. That’s what marketing firms are for. Free advertising doesn’t mean anything.
Paying for marketing doesn’t necessarily mean it’s good marketing either. The key to understand is that if you’re paying for marketing, you should be paying for someone to give you access to advertising space that is in high demand. For instance, the cost of ad time during the superbowl is insanely expensive because so many people watch the superbowl and thus will see the adds. Companies buy a huge sum of money for the space but ALSO spend big bucks on the quality of their commercials because they’re competing with other advertisers who have paid for similiar slots. They want to make their content memorable.
It’s gotten to the point, though, where their shooting for their ad to go viral on youtube. That’s the free part. People watching the superbowl ad love the humor or whatever so much in the add that they find it on youtube and share it. If enough people love it, it gets passed around. This started out as pirarcy, but now the coorporations post the videos on their own accounts when the add shows so that the quality is improved. It also provides a more direct link to their products than a pirated copy would.
My point is not that piracy is the greatest free advertising on the planet. What I’m saying is that there’s no evidence that it actually reduces sales. And yes, there are people who consume free content and then love it so much that they buy a legit copy. Or they tell their friends who actually buy a legit copy than going downloading a pirated copy.
And for the record, Monty Python increased their DVD sales by 23,000% by posting their videos for free on Youtube.
fastcompany.com/1146469/youtube-monty-python-videos-boost-dvd-sales-23000