This relayed to us via the Piton blog - the heavily trafficked anonymous outdoor industry “insider” site.

“What’s surprising is that so many companies are still betting against the net, trying to solve today’s problems with yesterday’s solutions. The past few years have taught us that business models based on controlling consumers or content don’t work.”

Sure, the above was uttered by none other than Google’s CEO Eric Schmidt - so he’s not exactly betting on the “old ways” to begin with - but it’s true nonetheless.

And as someone who has approached a few outdoor equipment manufacturers, I can say with some certainty that Schmidt’s above observation is largely true.

The old days are gone. The falling ROI on all those print ads should be proof enough…

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