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“I am not a Media Person” -Chris Anderson
After hearing Chris Anderson speak this morning, I have to heartily disagree with his own statement, above. Before becoming entrenched in the media world, Anderson was an active physicist (not sure exactly what this is, but know smart and scientific) when he was approached by Conde Nast. Hard to believe he had never heard of this huge media conglomerate, but knowing my own Robotics/Aerospace/Mechanical “enginerding” family I’m not totally shocked. Through his rise to the best-sellers list and award-winning EIC of Wired magazine, Anderson has maintained his scientific background through his robotics company, GeekDad.com and the technology apparent in his magazine.
In his hour and a half speech, I had to scribble to try to write down even half the things I wanted to remember. Including, but not limited to, these enticing little tidbits:
- We live in a messy world, and it’s only getting messier.
- Atoms increase in worth; bits decrease (digital moving to free)
- We need to make the most of the Old World while exploring the New World.
- No business in their right mind would go to a 100% paid online model.
- You can only make money off scarcity. Time, experience, food, land is scarce; digital content is not.
Anderson was generous enough to give us a copy of his book that’s not released until July 7 (quite a thrill in holding a book not available in public!), which is titled Free: The Future of a Radical Price. Radically, the digital version and full length audio book are free, though the premium content of abridged audio and hardcover title come with a price tag.
Though Anderson came to speak about his magazine work, I was enthralled by his book publishing knowledge. He shared interesting insights, from not wanting to receive royalty checks (since that means the advance wasn’t high enough), to making money from speaking as opposed to the selling of his books, to how once the coherency was decided for his book he can’t even remember the actual words pouring forth.
Another note-worthy comment made by Anderson is his openness to a digital Wired. In fact, he made the bold statement of “If the Kindle is [made in magazine form] I will stop killing trees immediately.” I asked about the digital magazines available today, through Zinio and the like, and Anderson explained he doesn’t think people want to read a magazine on a computer or need the physical pages, but need it to be mobile. So my next question is: Who will be first with the mobile mag reader? There have been rumors about Conde Nast, or will Amazon lead the pack yet again?
Anderson is highly optimistic in his views. Believing in the monetization emotionally – writing etc. for fulfilling reasons vs. financial, as well as future brand extensions, he in no way sees the death of publishing (an obvious sigh of relief).