Magazine article Marketing

Editor's Comment: Why 'Free' May Have Its Price

Magazine article Marketing

Editor's Comment: Why 'Free' May Have Its Price

Article excerpt

Marketers are facing a generation of consumers who simply will not pay, in a trend dubbed the 'free economy'. Whether it be their news, mobile phones, music, or flights, they don't expect to have to stump up the cash for it. And, more often than not, they do not have to.

Although I don't necessarily think it is a good thing, I admit to being part of this generation. I don't pay to upgrade my handset on my mobile-phone contract, and I keep up to date with current affairs through a range of media web-sites, none of which I pay to subscribe to.

If I am charged for delivery by an online retailer it annoys me; and I always scan the web for online discount codes before buying anything. As a consumer, I don't give the implications of 'free' products very much thought.

We all know that nothing is truly free, and that, ultimately, someone or something will end up footing the bill. Ryanair, for example, is not alone in swallowing the losses it makes on 'freebies' by charging for other services. …

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