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The Future of Content
 
 

The Future of Content [Kindle Edition]

Gerd Leonhard

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Product Description

Product Description

Futurist Gerd Leonhard has been writing about the future of content i.e. music, film, TV, books, newspapers, games etc, since 1998. He has published 4 books on this topic, 2 of them on music (The Future of Music, Music 2.0). For the past 10 years Leonhard has been deeply involved with many clients in various sectors of the content industry, in something like 17 countries, and it’s been a great experience, he says. “I have learned a lot, I have listened a lot, I have talked even more (most likely:) and I think I have grown to really understand the issues that face the content industries - and the creators, themselves - in the switch from physical to digital media.”

This Kindle book is a highly curated collection of the most important essays and blog posts Leonhard has written on this topic, and even though some of it was written as far back as 2007 - “I believe it still holds water years later. I have tried to only include the pieces that have real teeth. Please note that the original date of each piece is shown here in order to allow for contextual orientation.”

Leonhard’s intent to publish this via the amazing Amazon Kindle platform, exclusively, and at a very low price, is to make these ideas and concepts as widely available as possible while still trying to be an example of what digital, paperless distribution can look like, going forward.

Product details

  • Format: Kindle Edition
  • File Size: 519 KB
  • Print Length: 212 pages
  • Simultaneous Device Usage: Unlimited
  • Publisher: The Futures Agency (18 Oct 2011)
  • Sold by: Amazon Media EU S.à r.l.
  • Language: English
  • ASIN: B005XCZ28U
  • Text-to-Speech: Enabled
  • X-Ray:
  • Amazon Bestsellers Rank: #415,925 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Amazon.com: 5.0 out of 5 stars  4 reviews
1 of 1 people found the following review helpful
5.0 out of 5 stars A look at the future, and it looks bright 30 Aug 2012
By Xavier Morrison - Published on Amazon.com
Format:Kindle Edition|Verified Purchase
Gerd Leonhard's is a bold title indeed, "The Future of Content". For me, implied within were answers to big questions: What will future content, successful media offerings look like? What is the media consumer/user looking for? How will the future internet operate? What will be the future business model? More specifically, "How can you make money with content when "the copy" is free and ubiquitously available (legally or not)? How can you generate strong and recurring revenues with digital content if you can't control who gets to access, read, view, watch, or share it?" GL

Leonhard wastes no time in getting to these weighty issues, dealt with in an easy informative voice, logical in his progression of thought. Seventy four essays left me first in wonder if there was some underlying theme, or whether a collection of observations useful only to confuse me more. After reading the first five, threads of a message began to weave together, a perspective of elements in relationship, not in the vacuum of subjective. Those labelled futurists, a descriptive so easily applied from Wells and Orwell to Rand and Toffler, have typically succeeded almost exclusively in disturbing me in dark visions. In contrast to Leonhard's low tone in his assessment of large media outlets attempts to monopolize content/rights/intellectual properties as misguided. There is no excitement, no alarm or arm waving from Leonhard. There's no reason to overreact, and he explains why.

To see what future content might look like, Leonard first touches on the traditional business model, argued as an ultimately unsustainable, one of selling static content, songs and books. The decline in the recording industry direct revenues in recent years stands as evidence. A strategy that Leonard argues as both practically and philosophically flawed, based on the "prevailing assumption...that less control over distribution equals declining revenues." GL A strategy he reasons can't work in the long run as "transactions are always a consequence of attention and attraction, interaction, communication, engagement, and trust. It is never the other way round." GL "Any plan to monetise content must start with first attracting faithful users and enamored followers (to use the Twitter moniker) by constantly providing a stream of attractive, relevant and timely, targeted values, and to then convert this attention into money." GL

Leonhard predicts the "feels like free" (GL) and selling up approach used by cable TV e.g., as a dead duck, "The time-honoured approach - `if you want this content you'll have to pay, first' - is collapsing and won't come back no matter how much we liked it." The novelty of it is wearing off and consumers/users more and more lament the pay wall distraction, and that "most of us will no longer tolerate interruptions, meaningless pitches, garish popups, Las Vegas-style skyscraper ads or junk email. We are looking for truly personalized offers, real meaning, solid relevance, timeliness, and yes, transparency and truthfulness." GL Leonhard's predictions are more than well argued, they are supported in a recent study of consumer preferences by Latitude.

Secondly is to consider the sheer volume of data, growing exponentially, and its' disembodiment, the largest part of new content - a mind boggling volume uncontrollable in practical terms. Security measures like the SOPA legislation (not specifically mentioned by GL, proposed as anecdotal evidence) argued as piracy prevention are veiled attempts to control rights, actions unenforceable and easily defeated by real pirates.

Just as the Cloud sells us on the ideals of collaboration, realization proves more difficult, and is desired to be as such by the major media players. But Leonhard gives an outline, a glimpse of what the world could look like, after the present hierarchies and myths are finally slayed. A virtual world open and honest in its' dealings. A positive experience targeted at the individual consumer/user satisfaction. Leonhard holds out hope to that world, not in a leap of faith, but in cool level argument.

I can't possibly cover the length and breadth of Gerd Leonard's proposals, but be safe in assuming The Future of Content is a very good book. One I think will prove prescient and important as such.

I have done several book reviews on line and in all cases the author was dead or so famous as to be unconcerned with what I might say. It is safe to assume neither is the case here. So here I am torn to post this, both welcome in the reward of author's reinforcement,I get it; or dreading of the risk of being that guy in Annie Hall who spouts on about McLuhan while standing in line for a movie, only to have Woody Allen pull McLuhan out of line to tell the guy he'd missed the point all together.
1 of 1 people found the following review helpful
5.0 out of 5 stars Insightful Future View of Content 14 Feb 2012
By James Canton, CEO Institute for Global Futures author of The Extreme Future - Published on Amazon.com
Format:Kindle Edition|Verified Purchase
This is an interesting future view into the mind of Gerd Leonhard and his ideas about different changes coming in content--and why. This book is an insightful tour through his ideas, experience and observations on the social framework and about the future of content that may challenge you the reader.

As a futurist myself I am always looking for new insights from other futurists who may see the world of forecasts and trends differently. Gerd has a unique take on the future of content and how it may be evolving, changing and morphing given the dynamic blend of devices, platforms and media diversity that is converging.

I would recommend the book as a good read to both gain a glimpse into the mind of a keen observer of media as well as to broaden your perspective, about the future of what content may become.

James Canton
CEO
Institute for Global Futures
[...]
1 of 2 people found the following review helpful
5.0 out of 5 stars A survival guide for the digital age! 1 Mar 2012
By Christopher G Parker - Published on Amazon.com
Format:Kindle Edition
The Future of Content is an informative and enlightening compendium of articles that were published over many years by Gerd. In 2008, he wrote "Don't ask 'how can I make money with this' but ask 'how do I add value with this, and will I get people to pay attention and trust me with...'" This statement is perhaps more true today than when he originally wrote it!

Filled with interesting cases and practical suggestions, the articles in the book are stimulating for anyone thinking about how their business model will survive in the digital age (or not).

I hope a lot of people send this book to their favourite media industry CEO with the note: "Understand and act on what is in this book, and I promise to stop stealing your content!"

Chris Parker
CoolExperience
1 of 2 people found the following review helpful
5.0 out of 5 stars Increases brain power for content creators 25 Oct 2011
By Suzanna Stinnett - Published on Amazon.com
Format:Kindle Edition
I challenge you to expand your brain and read this book. What Gerd Leonhard is always doing is informing the global brain (or the collective brain) in ways that help us all get where we're trying to go. He builds the buildings in front of us.

This collection points toward several compelling answers for content creators. As a writer who is already swimming in the changing currents of "content," I found it intensely informative.

Leonhard shores up my courage to continue embracing a digital world without DRM, and ebook prices "for the masses." He makes the all-important concept of curation crystal clear. If you are providing any kind of content in print or on the web, it's relevant. If you want to stay on the front edge of content creation and publishing, it's basic.

I'm making this book mandatory reading for my epublishing circles.
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Popular Highlights

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&quote;
You also have to sell context, community, convenience, and connectivity. &quote;
Highlighted by 8 Kindle users
&quote;
The future is in selling things around the content, not just the content itself. &quote;
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&quote;
am confident that selling access will be much more profitable than selling copies. Don’t worry about competing with free. Compete with value, meaning, relevance, trust, and packaging. &quote;
Highlighted by 7 Kindle users

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