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Стив Джобс не прав: модель iTunes не поможет СМИ

В своем интервью Уолту Моссбергу и Каре Свишер на конференции D8 Стив Джобс сделал несколько заявлений, которые заинтриговали все средства массовой информации. Но перед тем, как глава Apple вышел на сцену, была ремарка директора News Corp Руперт Мердок о том, что люди готовы платить за альтернативные формы доставки новостей, так же как они платят за фильмы и музыку.

Джобс представил свое видение модели распространения новостей через iTunes, о которой мечтают многие газеты и журналы :

Я думаю, что люди готовы платить за контент. Это касается музыки, видео, а также средств массовой информации.

Будет ли работать эта схема?

Как один из крупнейших на сегодняшний день продавцов контента в Интернете, могу сказать следующее – установите агрессивную цену и ждите рекордных продаж. Это работает для нас. Я пытаюсь убедить прессу сделать то же самое. Но поступить нужно иначе, нежели с печатными материалами.

Желание превратить iTunes в средство доставки цифровых газет и журналов миллионам читателей будоражит умы газетчиков очень давно. Одно из самых громких рассуждений о такой модели пришла от журналиста газеты New Yourk Times Девида Карра через колонку в газете, озаглавленную “Придумает ли кто-нибудь iTunes для новостей?” Карр описал успехи Apple в сфере продаж музыки и выразил надежду, что когда-нибудь появится такой же Стив Джобс и убедит “миллионы пользователей Интернета, читающих бесплатные новости на сайтах масс-медиа, что пришло время платить”.

Такая идея не может не волновать СМИ и вот почему: если звукозаписывающие компании договорились со Стивом Джобсом и реализуют музыку через iTunes вместо того, чтобы отдавать ее бесплатно, то почему то же самое не могут сделать газеты и журналы? Разработайте формат для iTunes, договоритесь с Apple и смотрите как растет ваш счет в банке.

Но модель платной доставки новостей имеет два фундаментальных недостатка – психологический и экономический. Психологический недостаток в том, что новости и другая информация, которая появляется в газетах и журналах отличается от той же музыки, фильмов или книг – пользователи желают хранить контент у себя и возвращаться к нему в любое время. Кроме этого, такая информация доступна сейчас в полном объеме, легально и абсолютно бесплатно, в отличие от музыки и фильмов.

Оба этих фактора говорят о том, что стоимость новостей должна быть как минимум на порядок ниже, чем стоимость музыки. Она должна измеряться в копейках. Разве это жизнеспособная схема для средств массовой информации?

Однако экономический недостаток, помимо сокращения доходов, предполагает передачу контроля над содержанием газет и журналов в руки Стива Джобса. Вспомните о драконовских правилах Apple для разработчиков приложений в App Store. Разве это та цена, которую готовы платить СМИ? Apple реализовала миллиард песен посредством iTunes с момента открытия магазина, это правда. Но это новость радует только одну компанию – Apple. Звукозаписывающие компании и киностудии не увидели золотых гор от этой сделки. Между тем iTunes прямым образом влияет на ценообразование CD и DVD-дисков.

Все дело в том, что iTunes для новостей будет служить прежде всего интересам Стива Джобса, в частности для увеличения продаж iPad. Но для СМИ это не является лучшей альтернативой, как может показаться на первый взгляд. Даже в теории схема не будет работать на сто процентов, если она вообще возможна на практике. В любом случае чувствуется, как индустрия хватается за любую соломинку в надежде построить для себя спасательный плот.

Следите за новостями Apple в нашем Telegram-канале, а также в приложении MacDigger на iOS.

Присоединяйтесь к нам в Twitter, ВКонтакте, Facebook, Google+ или через RSS, чтобы быть в курсе последних новостей из мира Apple, Microsoft и Google.

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