Fortune.com has a fantastic write-up detailing how the anime industry has thrived by treating file-sharing and P2P piracy as free advertising, rather than theft and isolence.

"The hard-core fan base is very rabid," says Ledford. "They will get behind you as a company. You don't have to spend a dollar in marketing; you just have to be friends with them." (With the understanding that any true friendship needs limits--and visiting hours.)

There must be a few studio heads out there who would accept 2 a.m. chats with customers in exchange for a rosier state of business.

Definitely worth the read.

Posted at 2:37 PM in Advertising, Fan Cultures, Ivan Askwith | View blog reactions