Time to pay up

Let me give you my opinion right at the start: you're getting an amazing bargain with this blog.

That may sound arrogant, but let's be honest. I sit here for an hour or two, think of an idea, do the research, and put together words and opinions that I hope you will want to read. Other members of staff then check the text and add the translations. And what do you pay for all this? Absolutely nothing.

Likewise for the wise words of Deborah Capras, the intercultural insights of Robert Gibson, and the teaching tips by Meg Engelmann.

Our fault, you say. If we are so stupid as to give away our hard work, why shouldn't you enjoy the fact? Er, good point. And yes, you're right, I do read for free on other websites.

So why do we give away our content for free? (Actually, it's not really free but we'll come back to that later.) Let me tell you a secret: we don't know exactly.

We are not alone in this ignorance. Publishers have struggled for years to explain or justify their online content strategies. Many arguments have been put forward at different times, including the following:

• It's a way of making a brand better known.
• It's a way of getting users interested in other (non-free) products.
• It creates a bond with readers.
• It's a way of interacting with readers.
  
• In the future, readers will pay for online content.
• If we get enough visitors to the website, advertisers will pay.
• Everyone else is doing it, so we have to.

Each of these arguments has its merit, and many of them are our reasons, too. Even the last argument makes sense: how can one charge for content if everyone else gives theirs away?

The problem is that these arguments have produced few sustainable business models. In most cases, since internet content cannot be produced for free, it is subsidized through offline revenues.

That's fine if offline products are profitable (as Business Spotlight is). But many are losing money. The ad revenues they have depended on are disappearing faster than you can say "cancel that booking".

Worse still, most of the cancelled ad money is not finding its way online (although some is). This leaves a gaping hole which publishers are trying to close by cutting costs, firing staff and closing down.

Yet the simple truth is this: for too long, too many print products were too cheap, subsidized by their advertisers. Everyone gained: readers got low prices, publishers got profits, and advertisers promoted their brands.

That model is collapsing. Publishers are paying the price for not asking readers to pay the full price for their products — in print and now online. As The Economist reminded us recently, there is no such thing as a free lunch.