Library Relevancy

Since the Internet works like a giant copy machine, Kelly believes that creators need to focus on generating value in new ways, rather than relying on simply selling copies. He identi(es eight categories of value that can bring in revenue, even when books, music, games, so*ware—anything digital—is available freely or nearly so:

• Immediacy. You can eventually get anything you want for free if you wait long enough. But if you want it as soon as the creator

or the artist has created it, you may be willing to pay for the immediacy of it.

• Personalization. If raw music is free, you might pay to personalize it to the acoustics of your living room.
• Authentication. People will pay for the “o+cial†version of so*ware to make sure they have the most complete, robust copy

with guarantees, updates, etc.

• Findability. A particular piece of content may be free or nearly so. But in a nearly in(nite library, you may pay for a good way to

locate just what you’re looking for.

• Embodiment. The recording is free, but you’ll pay to see the performer, the author, the artist.
• Interpretation. The old joke in the so*ware industry is that the so*ware is free…but the manual is $1,000. Training, education

and understanding will cost money.

• Accessibility. Paying for the ability to get something immediately, in your preferred format.
• Attention. That is, patronage. People will pay if the creator is giving them some attention.