Coming from me, who saw the innards of the painful transition at Inside.com, the lesson becomes that we failed to see the value in our own content – we are afraid of to value our intellectual capital And that stems from a failure to understand the market demands. The reason why there is so little research in these areas is because the online marketers are afraid that all their assumptions would be proven wrong. Nobody wants to understand it.
I have been considering doing a PhD/research in the online content business models for some time now, and it is amazing how few schools/universities are equipped to handle that. I have e-mailed a slew of professors, and they have been tossing me around from one professor to another. The reasons are obvious…
