Updated: Rapt VP Sounds Off On Potential Advantages of Free Online Content

The New York Times joins the ranks of the Dow Jones and FOX Interactive Media today as yet another media giant enlisting Rapt's services to help manage its digital advertising assets. Although we had a great conversation about this move and the future of the newspaper business with Rapt's VP of Marketing, Ben Crain, his most salient comment was this:

"These folks are industry leaders for a reason--they have great content. But the nature of digital media is unique, given the infrastructure required. All of those things combined present a problemset that can't be solved with Excel and good intentions. Setting aside the tools issues, and regarding the broader business, the relationship between newspapers and their market is changing from the doorstep to the browser--and with the recent suggestions in the news of the end of the subscription model, the industry is exploring. Ultimately, market leaders will do what is right for the audience and shareholders. If the subscription model is the right way to go, or if If giving away content for free is the best way to use that asset, so be it."

Although we harbor a much more simplistic "evolve or die" philosophy ourselves, it's looking like we've still got a ways to go before some of the big guys equate 'free content' with 'market leadership'.