In post-Napster era, P2P services go legit

In post-Napster era, P2P services go legit - Apr. 23, 2007

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In post-Napster era, P2P services go legit - Apr. 23, 2007

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Peer-to-peer networks are going legit with pop-up ads embedded in MP3s. Business 2.0 Magazine reports.

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peer-to-peer, P2, legal, legitimate, limewire, music, file-sharing, free songs, advertising, record, labels, pop-up, nettwerk music, avril lavigne, sarah mclachlan, barenaked ladies

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In post-Napster era, P2P services go legit - Apr. 23, 2007

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In post-Napster era, P2P services go legit - Apr. 23, 2007 Home Business News Markets Personal Finance Retirement Technology Luxury Small Business Fortune Video My Portfolio CNN.com Companies Economy International Corre ctions Pre-market Trading After-hours Trading Winners/Losers/Actives Bonds Currencies Commodi ties World Markets Money Magazine Real Estate Mutual Funds Taxes Ask the Expert Money 101 Autos Loan Center Best Places to Live Ask the Expert Millionaires in the Making Ultimate Guide to Retirement Retirement Calculators Best Funds Ask the Mole Best Places to Retire Personal Tech Big Tech Blog Techland Blog Sectors and Stocks Fortune 500 Techs Tech Talk 100 Best Places to Launch Ultimate Resource Guide Small Biz Makeovers FSB 100 Ask & Answer Fortune 500 Technology Investing Management Rankings Main Creat e Portfolio Edit Portfolio Create Alerts Edit Alerts BUSINESS 2.0: Free music downloads, lawsuit not includedPeer-to-peer networks are going legit with pop-up ads embedded in MP3s. Business 2.0 Magazine reports. By Michael Myser, Business 2.0 MagazineApril 23 2007: 7:12 AM EDT(Business 2.0 Magazine) -- The next user to download a song from a peer-to-peer file-sharing service like LimeWire could be in for a surprise. Not a recording industry lawsuit, but a pop-up asking him to look at an ad--either text or video--in return for a free and legal copy of the music. For that, the record labels, which have been trying to monetize illegally traded music for years, can thank a three-year-old company called Intent MediaWorks. Intent has figured out how to embed pop-ups in music and video files unobtrusively, and the company claims that 60 percent of users are willing to endure the resulting pop-up ads. Singer Avril Lavigne's publisher uses a service that lets fans download her songs for free in exchange for watching an ad. More from Business 2.0 Live chat: your new online salesperson The hijack-proof truck Server farm goes solar Fastest Growing Tech Companies Current Issue Subscribe to Fortune "Consumers don't want to rip people off," says Les Ottolenghi, president and co-founder of Atlanta-based Intent. "They just want to get music as easily as possible." Sending photos to grandma with P2P Intent is seeding the peer-to-peer networks at a rapid clip. In February its digital media files were downloaded 1.7 million times. By December it expects that number to grow to at least 10 million. At a cost to the advertiser of $5.80 per 1,000 ad views for text and $30 or more for video, that's a healthy revenue stream. Intent shares the money with artists and their labels, which can also choose to serve up their own promotions within the pop-ups. Intent's customers already include Nettwerk Music Group, which publishes Barenaked Ladies, Avril Lavigne, and Sarah McLachlan, and Chuck D's Slamjamz Records; the company also expects to sign at least one of the Big Four music firms by mid-2007. Advertisers thus far have included Audi and Coca-Cola (Charts, Fortune 500). Since Intent follows users no matter what the latest popular file-sharing service is--FrostWire and Shareaza, anyone?--advertisers will pay to reach the eyeballs. The peer-to-peer audience is made up of young, affluent, and technically savvy consumers, notes Mitchell Reichgut, a principal at ad firm Jun Group. "That's the kind of person you want to reach," he says. "If you do something on peer-to-peer and do it well, it's marketing on steroids."_______________________________More from Business 2.0 Magazine: Report: Apple TV sales sluggish Live rich, retire richer World's 11 coolest products Why Google isn't the next MicrosoftTo send a letter to the editor about this story, click here. 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http://money.cnn.com/2007/04/20/magazines/business2/p2p _legit.biz2/index.htm