AFR obfuscation strategy

In my post Why the subscription model is hard to lose, I wrote about media companies often having two different brands – one subscription-driven and one advertising-driven – riding off the same content in order to maximise overall revenue without cannibalising existing income streams. In this post I want to look at the specific example of the Australian Financial Review and their cunning obfuscation strategy!

In my post I suggested that the AFR‘s advertising-driven / free brands were the Sydney Morning Herald and The Age. This, from a corporate perspective, is true, however, from the brand level, the AFR also pumps content through to other AFR brands such as technology magazine, MIS. This content is somewhat protected through an “obfuscation” technology that makes it unreadable if it is selected to copy. Part of a hard-core copyright protection strategy to bring maximum traffic to the site for viewing content and advertising, perhaps?

Obfuscation!

Obfuscation!

Sarah Stokley from LifeHacker had this to say:

This is bizarre – often people like to cut and paste to read later, or to email to a friend to tell them about the article, or to quote in their blog. Enter the Deobfusticator – a website created by Lindsay Evans which lets you enter an AFR URL and get a page of readable text in return. Thanks for helping us keep the Fin somewhat user friendly, Lindsay. :)

However, when I checked the comments on Sarah’s post, I noticed that Sean Carmody found the Deobfusticator no longer functioning. I checked, and also found it on the blink. Is the Deobfusticator broken or is Fairfax onto it and changing code.

Is the AFR trialling a free advertising-driven model with the technologists who read MIS? When will the next deobfuscator arise? Is obfuscation necessary?

Advertisements