Charles Lippincott dělal marketing ke starým Star Wars a teď napsal dost zajímavý komentář k internetovému pirátství:
"Most people whose livelihood are tied to sale of intellectual property see file sharing and internet piracy as a bad thing because it directly affects their pocketbook. I think differently. Here's why.
When I was employed on STAR WARS, I was involved in tracking down pirates and stopping bootleggers. It was part of my job to catch and put an end to pirates. That was nearly forty years ago. Since then, the world has changed. The most important change has been the internet.Today, if I was marketing STAR WARS, I would use the internet as my primary avenue. I would do this because I believe the internet is the most democratic means of reaching all people.
I say this because today, all American media is controlled by 6 corporations. That's right -- six. As a result, the corporations have a monopoly on how information gets out. For producers of intellectual property, this means you will need pay these corporations to advertise and market your product. You can't find an audience until people know about your property, but getting coverage in mainstream media means you are competing with corporations like Disney to get noticed.
Of course, you can sidestep this by going to the internet, which is what I would do today to market anything. I say this because in 1976, I went to the fans to market STAR WARS. Today, to get to the fans, you need to use the internet. You get to the fans not through mainstream media, but through the internet -- which brings up the question of piracy.
A few years ago, Neal Gaiman started talking about the outcome of his books being pirated. In link David DiSalvo summed up Gaiman's position as "His argument is that if people are exposed to your work and enjoy it—even if they originally pirated it—they will eventually buy your work. Perhaps they won’t buy the work (book, music, etc) they pirated, but they’ll soon enough buy something else."
If you accept Gaiman's position that piracy is advertising, then you are thinking the same way Disney is thinking when everywhere you turn, you see the STAR WARS name. Even before today, STAR WARS was used to advertise a lot of products. It's gone into hyperdrive with TFA being used to advertise everything from grapes, coffee creamer, bandaids, lipstick and a billion other number of products. Everywhere you go you see the name. The use of branding on merchandise helps sell tickets, which then helps sell merchandise.
This relates to internet piracy because if no one knows who you are, does it matter what you produce? If your books aren't read, your movies aren't seen, your music not heard, how do you develop you audience? Short term thinking meas you rage over someone pirating your book. Long term planning means accepting there is piracy, then figuring out how to use it to your advantage."
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[b]Charles Lippincott[/b] dělal marketing ke starým Star Wars a teď napsal dost zajímavý komentář k internetovému pirátství:
"Most people whose livelihood are tied to sale of intellectual property see file sharing and internet piracy as a bad thing because it directly affects their pocketbook. I think differently. Here's why.
When I was employed on STAR WARS, I was involved in tracking down pirates and stopping bootleggers. It was part of my job to catch and put an end to pirates. That was nearly forty years ago. Since then, the world has changed. The most important change has been the internet.Today, if I was marketing STAR WARS, I would use the internet as my primary avenue. I would do this because I believe the internet is the most democratic means of reaching all people.
I say this because today, all American media is controlled by 6 corporations. That's right -- six. As a result, the corporations have a monopoly on how information gets out. For producers of intellectual property, this means you will need pay these corporations to advertise and market your product. You can't find an audience until people know about your property, but getting coverage in mainstream media means you are competing with corporations like Disney to get noticed.
Of course, you can sidestep this by going to the internet, which is what I would do today to market anything. I say this because in 1976, I went to the fans to market STAR WARS. Today, to get to the fans, you need to use the internet. You get to the fans not through mainstream media, but through the internet -- which brings up the question of piracy.
A few years ago, Neal Gaiman started talking about the outcome of his books being pirated. In http://www.forbes.com/…/03/15/is-pirating-the-new-advertis…/ David DiSalvo summed up Gaiman's position as "His argument is that if people are exposed to your work and enjoy it—even if they originally pirated it—they will eventually buy your work. Perhaps they won’t buy the work (book, music, etc) they pirated, but they’ll soon enough buy something else."
If you accept Gaiman's position that piracy is advertising, then you are thinking the same way Disney is thinking when everywhere you turn, you see the STAR WARS name. Even before today, STAR WARS was used to advertise a lot of products. It's gone into hyperdrive with TFA being used to advertise everything from grapes, coffee creamer, bandaids, lipstick and a billion other number of products. Everywhere you go you see the name. The use of branding on merchandise helps sell tickets, which then helps sell merchandise.
This relates to internet piracy because if no one knows who you are, does it matter what you produce? If your books aren't read, your movies aren't seen, your music not heard, how do you develop you audience? Short term thinking meas you rage over someone pirating your book. Long term planning means accepting there is piracy, then figuring out how to use it to your advantage."
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