Since then we have relied on bowing our new brands with stunts: Events or circumstances designed to garner attention and trial that give fans more of what they are likely to want – right up until it becomes less of what they are likely to want. Take the introductory-tactic-du-jour: “10,000 songs commercial-free.” We know folks don’t like spots, right? And we know they like music. So let’s give them an economically unsustainable train of music to win their attention and trial.

Blockbuster once defined the video business.  Now in bankruptcy, it has shuttered thousands of stores and fired thousands of employees. Flash back 25 years, and Blockbuster was revolutionary.  All the videos most folks wanted – and all in one place and easy to rent. Blockbuster quickly became THE way to experience movies at home.  It became the established way. The analogy to radio is obvious.  The established way to consume content – check.  Purveyor of the hits most people