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What we need is an infrastructure for a content marketplace online that rewards the creators of original reporting – not the copiers or the commodifiers (that is, the AP) – by exploiting the essential nature of how the internet operates, that is, the link.

I’ve called one fundamental example of this structure reverse syndication – and Politico has started implementing it. Look at it this way: In the old days – in the AP’s ways – Politico would have syndicated its story to other papers, which would have sold ads to earn the money to pay Politico. Now, of course, Politico’s story is just a link and a click away. So now another paper – say, the Chicago Tribune – can just link to Politico’s story. That rewards Politico for creating the story. But what about also rewarding the Tribune for adding value through the link, sending audience to Politico? It would be in Politico’s interest to pay the Tribune a share of its ad revenue for the article to encourage it to send more traffic and add more value. That is the missing piece.

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Jeff Jarvis (via soupsoup)

Hmm. I don’t think this is as missing a piece as Jarvis thinks; lots of sites do this. At Newsweek we paid MSN/MSNBC for every person they sent back to Newsweek.com. To be fair, the way I understood the deal, we didn’t give MSN/MSNBC a percentage of the revenue generated per click; we paid them a flat fee per click. But the idea is the same.

Notes

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