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|title=The Curve: From Freeloaders into Superfans: The Future of Business

|sort=Curve: From Freeloaders into Superfans: Future of Business, The

|publisher=Portfolio Pengun

|date=October 2013

|website=http://www.thecurveonline.com

|summary=Fascinating and very readable study of how businesses and individuals are reacting to the opportunities afforded by the internet to get lots of money out of rich fans, while providing free content for the masses.

}}

Back in the 20th century, companies tried to sell the same products to everyone for the same price, and needed to shift massive amounts of them if they wanted to make a lot of money. Today, there is the potential to get just as much money from customers by selling expensive items or services to a small number of big spenders. Of course, the trick is getting enough of these big spenders to discover what you're marketing in the first place - and one of the best ways to do that is by giving something away for free. But how do they then turn these freeloaders into superfans? Author and consultant Nicholas Lovell gives us an overview of the changing world, and advice on how to take advantage of it, in this fascinating book.

It's written in a fairly easy to read style - although I could live without the constant repetition of the phrase ''the tyranny of the physical''. Apart from a few minor gripes like this, though, Lovell does a good job of conveying information in a readable manner and I finished it quickly. Overall, this is a fascinating read which is definitely worth taking a look at if you're a creator of digital or physical content, or just if you want to see how other people are making use of the internet to raise funds.

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