Home > Features > A Major League Example • Bookmark   • Newsletters   • Register Search Options

FEATURE

A Major League Example

A Major League Example

September 25, 2004
Text size: 
Get XBIZ News
XBIZ Research
Will virtual reality boost the paysite market?
Yes, it will soon
  39.66%
Yes, but in a few years
  36.87%
No
  23.46%
Out of 179 votes. Results based on votes submitted by members of XBIZ.net social network.

" ...a targeted audience at a content driven – but free to access – web site is encouraged to purchase the exact content that they desire, in the exact quantity and format that they require... "

Traditionally, if such a word can be applied to the Internet, the adult segment has led the way in technology and innovation – but it has not monopolized the use, or the evolution of the tools and techniques, which it shares with the mainstream – and both sides can learn a lot from each other. For instance, it's not just the online adult industry that is grappling with the development of innovative profit strategies for monetizing existing and future content investments:

Major League Baseball has just unrolled an enhanced download service at its web site (www.mlb.com) which allows fans to enjoy their favorite teams in a variety of formats via Windows Media. With a current price range of between 99 cents and $3.95 each, fans can enjoy live coverage of events, as well as full playback of recent games, audio and video highlight clips, and a growing archive of "classic" material not seen on the web site before...

This brief snippet gives insight into the web site's marketing of their enhanced content offerings: "Own the Moment – Minivision clips are downloadable highlight reels - choose your favorites from among strikeouts, defensive gems, home run blasts and more - all just 99¢ each! Build your own collection of your favorite baseball moments, only from MLB.com."

The effective and creative use of Digital Rights Management (DRM) in this application would eliminate the bulk of file trading problems, while enhancing MLBs revenue stream – something that is guaranteed as a "collector culture" develops among the site's audience, which is made up of exactly the kind of demographic that this offer will appeal to.

Now consider this offer in more detail; a targeted audience at a content driven – but free to access – web site is encouraged to purchase the exact content that they desire, in the exact quantity and format that they require: Wanna see the whole game? Here ya go. Maybe just the winning home run? Got that too. How about an MP3 of the big game to listen to on the commute to work tomorrow? Click here to download it now! By the way, I've got pics, wallpaper, screen savers, ring-tones and a ton of memorabilia and collectibles for sale, too!

MLB could have included all of that content in the members area of a pay site, and while they certainly would have attracted some members, they likely would not have realized a fraction of the revenue that this ala carte pricing structure should generate for them.

What's baseball have to do with porn? Besides the fact that they're both "American Pastimes" – nothing! But what it does have to do with is the marketing of a large, established and diverse content base to a narrowly targeted audience composed of many sub-niches and ever smaller micro-niches. And that's the name of our game, too – so for those who don't yet realize it, Major League Baseball is actually among your "competitors" – as they too are vying for the consumer's discretionary "entertainment" dollar.

The MLB example is also an effective illustration of content's "product lifecycle" and how consumer's changing demands (including evolving payment preferences) are affecting not only the production, but post production, distribution and the enjoyment of multimedia content today. For example, while a video shoot is still a video shoot, it is now also an opportunity for screen grabs and a web cam feed, and audio out-takes, then ring tones from that, action highlights, photos for a calendar, and later on a nice place in a compilation DVD, too! The list goes on and on... Shoot once, re-purpose continually – this is the trend, and there's no looking back now.

A final point from the MLB example is that if your business involves selling content to consumers, then you had better understand what other offers those same consumers are also seeing, because there's a certain evolving level of expectation consumers are being trained to; and the quality of that content is the basis of their expectation. Understanding how demand drives content ("Boy, I wish I could listen to the game this afternoon!"), just as content drives demand ("Wow, look at all these old highlights of my favorite team in action! I'm gonna download 'em all!") will enable a mind set that allows you to monetize your content investment in new and unique ways.

Look outside of "porn" to get ideas for your business. Stay creative! ~ Stephen


EDUCATIONAL FEATURES

Fraudulent Brazilian Trademark Registrations Running Rampant

Although you might not think often about protecting your trademark rights in Brazil, you need to — even if you don’t yet have a single Brazilian customer. Scammers are constantly looking for... More »

E-Stim Basics: Selling Customers on Powerboxes as Pleasure Tools

Electrosex is a commonly misunderstood pleasure practice for good reason: Most of us have negative associations with electricity; maybe we’ve been shocked after rubbing our feet across a carpeted... More »

Search Oftentimes Is Left to Chance

Adult content is frowned upon in search, whether in paid, organic or social. With the big algo updates from the past few years, Google has cleaned up search, trying to get rid of spammy and low-quality... More »
XBIZ NEWSLETTERS
Stay informed of the latest industry developments. Get XBIZ newsletters delivered to your inbox. Subscribe today!
Enter email address:

* To manage existing subscriptions click here.






POPULAR PRODUCTS & SERVICES
Submit your press release to
multiple news outlets with 1 click.
Subscribe to RSS news feeds or
add free content to your website.
Access XBIZ news and articles
with your mobile device.
Subscribe to XBIZ Premiere magazine, the industry's leading adult retail trade publications, delivering the most timely and comprehensive business news and information to producers and retailers of adult products.

UPCOMING EVENTS

The European Summit

Mar 04 - Mar 07
Barcelona-Sitges, Spain

The TEA Show

Mar 05 - Mar 06
Hollywood, CA

Phoenix Forum 2017

Mar 23 - Mar 26
Tempe, Arizona

EXXXOTICA Denver

Mar 31 - Apr 02
Denver, CO.
Everyday thousands of business professionals browse XBIZ's industry directory for quality products and services. Not listed yet? Your company could be losing potential new business. Submit your company today!
Use XBIZ RSS feeds to stay informed of the latest industry developments or as a content syndication tool for your website!