The Wired World of Online Content: A Lesson from Podcasting's Open Approach

In today's digital age, accessing online content has become a ubiquitous activity. However, the process of consuming this content is not always straightforward. Take, for instance, articles in reputable publications like The Atlantic. To read an article, one must subscribe to the publication, which can be a hassle. This economic model has been widely criticized by consumers and critics alike.

The podcasting industry, on the other hand, offers a different story. Apple's decision not to own podcasting allowed for an open approach, where users could demand choice and expect flexibility. This openness led to the proliferation of great podcasts and a vibrant community that continues to grow. In contrast, subscription-based models like Spotify and Amazon failed to gain traction due to the high barrier to entry.

This dichotomy highlights the importance of user expectation and cooperation among different tools. The blogging world, for example, could have benefited from a similar open approach, allowing users to expect choice and flexibility when consuming content. Instead, the absence of a unified subscription system led to domination by a few large players, ultimately resulting in the decline of blogs.

The RSS (Really Simple Syndication) world, too, has faced challenges with subscribing to content. However, initially, there was a plan to make subscribing seamless and user-friendly. Unfortunately, this plan was never fully realized.

In reflection, it's easy to see how small thinking can lead to stagnation in innovation. The absence of cooperation among different writing and reading tools meant that subscription systems were often fragmented and inconvenient. As Manton recently asked, 'Why is it sad when people think so small?' Indeed, the wired world of online content is full of lessons for those who are willing to learn from its successes and failures.

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