Isobar's Nigel Morris agreed that Chris Anderson's concept of "freemium"--giving away content or services for free in order to upsell consumers on higher value products--will become a widespread model
for media owners. The question is, how do they get enough people in with free content and then how do they monetize them, especially in a digital environment? And Ad messages supporting free content
can't just be pushed out there. "All advertising is only going to be relevant if it adds some value," he said.