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November 18, 2005
Price sends a signal
Posted by Sandy
Yes, this is another post about iTunes pricing.
This time, the trigger was this post by Joel Spolsky, who notes that prices send a signal to potential buyers. The very act of establishing "premium" songs (or "discount" songs) communicates the assumed value of the music.
People have come to believe that “you get what you pay for.” If you lowered the price of a movie, people would immediately infer from the low price that it's a crappy movie and they wouldn't go see it. If you had different prices for movies, the $4 movies would have a lot less customers than they get anyway. The entertainment industry has to maintain a straight face and tell you that Gigli or Battlefield Earth are every bit as valuable as Wedding Crashers or Star Wars or nobody will go see them.
Now, the reason the music recording industry wants different prices has nothing to do with making a premium on the best songs. What they really want is a system they can manipulate to send signals about what songs are worth, and thus what songs you should buy. I assure you that when really bad songs come out, as long as they're new and the recording industry wants to promote those songs, they'll charge the full $2.49 or whatever it is to send a fake signal that the songs are better than they really are. It's the same reason we've had to put up with crappy radio for the last few decades: the music industry promotes what they want to promote, whether it's good or bad, and the main reason they want to promote something is because that's a bargaining chip they can use in their negotiations with artists.
Read the whole thing
here.
Comments (1)
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1. Eric on November 19, 2005 04:11 PM writes...
"What they really want is a system they can manipulate to send signals about what songs are worth, and thus what songs you should buy."
Well, that may be the signal the studios want to send, but it's not one that I, as a consumer, will acknowledge. The only signal the mixed pricing sends me is that the higher priced songs are either newer or more popular, and lower priced ones are older or less popular. In either case, I'll make up my own mind whether the price is justified, based on my perception of the music itself.
I think consumers have moved beyond the point of being manipulated by commodity pricing. They'll decide if the product is worth the price, rather than being convinced by the price that the product is worthy.
As far as ITMS is concerned, I'm fine with charging more for the latest or most popular stuff, provided the price of everything else is reduced in like fashion.
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