A Review of Chris Anderson's Free
By Paula Berinstein Free: The Future of a Radical Price, Hyperion 2009
A few months ago, author Matthew Wayne Selznick offered me the chance to receive a free autographed copy of Chris Anderson's new book, Free: The Future of a Radical Price, if I'd do a different kind of review. Anderson is, of course, editor-in-chief of Wired magazine. Always up for an interesting challenge, I accepted. Here is the result. In Free, Chris Anderson's central idea is that you can make money—sometimes a whole lot of money--by giving goods and services away, and that this phenomenon is new, different from yesterday's free (which was largely limited to samples and loss leaders), and permanent. What's made Free possible (and he does capitalize the word), at least in the digital world, is the now negligible cost of digital storage and distribution. Anything that's made of ideas and executed in bits gets cheaper and cheaper until it's essentially free to produce and sell. With cost barriers lowered or eliminated, just about anyone can make stuff, sell it cheaply, and make money. In this way, Free leads to a creative renaissance and a burgeoning of new products. Yes, this new paradigm is disruptive and causes pain, but overall it's to the good because it gives rise to opportunity, innovation, and abundance. In the old days, free was different. Then, free either meant ad-supported, like TV and radio; loss leaders, like the low prices Amazon and Wal-Mart are offering to get people into their stores; or free samples, like you see in supermarkets. But now Free means you can get much more valuable stuff— and some not so valuable—and the cost to you is zip. Like Wikipedia. Like YouTube. Like Google Gmail. Anderson says he got the idea for Free from a loose end in his book The Long Tail, which described how we can now choose from gazillions of consumer goods because the Internet provides limitless shelf space. He describes the Long Tail as the "first distribution system in history that is as well suited 1
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