Schilp, H.: Content-Broking : Handel mit digitalen Inhalten (2005)
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- Abstract
- Internet ist Content; und Content war zu Beginn des Internet alles, was sich durch die enge Telefonleitung zum Kunden transportieren ließ - also Texte und kleine Bilder. Mehr war der analogen Datentechnik damals nicht zuzumuten. Erst ISDN machte mit bis zu 128 Kilobit/Sekunde (kbps) Tempo, war aber recht teuer. Wer für die freie Fahrt auf der Datenautobahn beide ISDN-Leitungen aktivierte, produzierte doppelte Online-Kosten. Trotzdem galt das World Wide Web als digitales Schlaraffenland. Bis auf einige Profi-Datenbanken waren die Inhalte kostenlos. Wie aber lassen sich Inhalte im Internet versilbern? Die Frage, wie Content-Broking - also die Vermittlung von Inhalten - erfolgreich funktioniert, bewegt Marketingprofis seitdem das World Wide Web existiert. Zunächst ging es aber um Präsenz im Internet: Marktanteile und Kundenbindung waren die beherrschenden Themen, weniger der ökonomische Erfolg. Am 25. Oktober 1994 präsentierte sich Der Spiegel als erstes Nachrichtenmagazin weltweit online - einen Tag vor dem amerikanischen Time Magazine - und eröffnete das Wettrennen.
