24. Chris Anderson
for bleeding-edge thinking on how the Internet's marketplace of ideas should work.
editor | Wired Magazine | Berkeley, Calif.
Information wants to be free. The availability of free content online has already made the old news-business model -- in which readers paid for information and advertisers paid for access to those readers -- obsolete. So what's next? In his new book, Free: The Future of a Radical Price, Anderson argues that, instead of fearing it, we need to revel in the freedom of Free. Anderson urges us to embrace a new world in which digital technology drives down the price of goods "made of ideas," but meanwhile affords new possibilities for things to sell and ways to sell them. His argument builds on that of his 2006 book, The Long Tail, which explained how novel possibilities for selling a vast range of niche products opened up as the Internet and online retail slashed promotion and distribution costs to near zero. The future, Anderson believes, is selling "less of more."
Wants to visit: South Africa
Best idea: Required electronic medical records.
Worst idea: Regulating bloggers.
Gadget: Twitter and iPhone.
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