Net Neutrality, Innovation, And The Newsstand

If I were the CEO of a major internet provider such as AT&T, Verizon or Comcast, I’d totally be in favor of ending “Net Neutrality”. The prospect of being able to sell two tiers of service: One premium for the companies that can afford premium service, and one for everyone else. It makes sense.

Just like it makes sense for airlines to take what used to be a mildly uncomfortable experience, and make it miserable. Want to get on the plane quicker? $35.00 please. Want to put that bag in the overhead? $35.00 please. Want that aisle seat over the wing? $47.00 please. Oh, and we’ll periodically interrupt your work or entertainment to talk endlessly about all of the snacks, headsets and drinks we want to sell to you while you’re stuck in the air with us for two hours.

Net neutrality is just like that. The only people who seem to be in favor of it, aside from the CEOs of major internet providers are their flunkies who jabber and sputter away on cable TV news channels and try to insure the rest of us that this will be all fine and dandy and in no way would stop “innovation”.

Would Google have prospered if it had to try to build its user base in the slow lane? Highly unlikely. How about You Tube? It was coming up at the same time as a Google created video service. Users preferred You Tube. Google bought You Tube.

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Where is the next Snapchat or Instagram going to come from in a multi tiered internet? Along with being easy and fun to use, those two apps did well because they could be accessed just as quickly as any other app out there.

Snapchat-Logo

Let’s drop in on that shallow, shrinking sea called the newsstand. What are the new launches that have grabbed the public’s attention and have grown into significant titles?

There are some stunning successes such as HGTV Magazine. The Food Network Magazine, the conversion of All You into a national title. Bauer brought Closer Magazine to these shores.

What can we say about these successful titles? They all came from major publishing houses that have deep pockets. The titles are either attached to a major brand that has mass appeal, or a title that already exists as a brand somewhere else. This is called brand extension. It is not innovation.

Where will the next Lowrider come from? Before it was bought by Primedia, it was a LA home town success story. It grew because there was nothing out there quite like it. The magazine reached out and spoke to a growing culture. It blossomed because the system was open enough at the time to allow it to grow (without the purchase of expensive promotions).

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Where will the next Computer Shopper come from? This title grew from a little yellow newsprint tabloid into a thick four copy per bundle behemoth at its peak. Yes, it peaked and then fell. That’s the life cycle of magazines sometimes and sadly that’s what happened to this magazine.

So along with all of the other issues we see on the newsstand, you have to wonder: Is all we’ll see moving forward either small launches from the indies, endless “zombie” book-a-zines from the larger publishing houses, and an occasional behemoth launch tied into a behemoth brand like Dr. Oz or HGTV?

Dr. Oz checking in.
Dr. Oz checking in.

I don’t know. I was around and worked on the launches of Computer Shopper and Sassy. I worked on building Lowrider up and had a great experience attending Lowrider shows. Perhaps print “innovation” is moving to the margins of either major home runs, or short hops to first base for the small indies.

As the cable guys would say, “Time will tell.”

Editor’s Note: Net Neutrality is a very serious issue and the creation of a two tier internet benefits no one, really. It’s a short-sighted attempt to generate larger profits, nothing more.

Agree or disagree with that statement, you have an opportunity to make your voice heard by posting a comment to the FCC by clicking here: http://www.fcc.gov/comments

I urge you to do so, and while you’re at it, let your local congressional representative and senator know how you feel about it.

 

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