Fighting Always Free With Sometimes Free

from New York Times: Yesterday, Real Networks introduced a version of its Rhapsody music service that allows nonsubscribers to listen to 25 songs free each month. Users are welcome to listen to one song 25 times or any 25 songs from its million-song library once, or any combination. Real hopes that making it as easy to try its service as it is to obtain songs illicitly through a file-sharing network like Kazaa will draw new paying customers.
“Today, the number of people who use legal services like Rhapsody is in the millions, and the number of people who use pirate services is in the tens of millions,” said Rob Glaser, Real’s chief executive. “What we give people is the instant gratification of the illegal services, on a legal path.”



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.