Change is the new constant. Why publishers are all startups on the internet.

The internet is a perfect service platform, but it has opened up such a vast variety of options that it also has produced an equally large array of uncertainties. It is impossible to avoid them. The goal is to learn through them and to live with them.

Startups are the best example to illustrate how that works.

Anyone who adapts to the universal service orientation of the internet will be able to make money on the internet. So the question to be asked by any content vendors is this: “How do I serve my users with my content in such a way that they will see it as a service, and that they will see a clear benefit that they will be prepared to spend money for?”


A daily struggle for survival

From day one startups have to live and learn in the classroom of applied Darwinism: highest flexibility, constant adaptation, struggle for survival, whereby “struggle for survival” is defined as making it to the next round of financing.

”Cost-free“ is a cheap excuse

”There is a no-cost culture on the Internet“ is one of the most persistent myths in Germany, and it is mostly used as an excuse for the lack of business models and the unwillingness to adapt which are still prevalent in this country. We even have a word for that: "Kostenlosmentalitaet" (no-cost mentality). But the Internet has also taught us service orientation, and content providers who keep that in mind should be able to win in the end.

”No-cost mentality“ is an empty notion, an expression of resignation, an excuse for resisting change. It is a linguistic justification for the fact that many content providers have not found adequate business models for selling digital content. Transforming analog models into the digital world didn’t work: If you squeeze a subscription for an analog product through your network line, you will not end up with a subscription to a digital product.

The Internet has established a distinct service mentality: It manifests itself in placing links wherever appropriate and in enabling the user to share what they would like to share. Users don’t even think about this service mentality: They just buy and consume wherever its implications are understood.