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Disturbing truths out to readers, it's not a great world. >> i don't think it should be up to facebook. before you go you just recently switched from a free site to a subscription model and in calling out bad actors in silicon valley you don't want dependent on advertising revenue or participation in conferences from the very industry you're covering which is sort of the situation with some of your competitors. is that part of your thinking? you want to have some independence? >> yeah. look we said to our readers we're a hybrid site. we don't have a pay wall. we unlock certain articles. our tr...

Switched from a free site to a subscription model and in calling out bad actors in silicon valley you don't want dependent on advertising revenue or participation in conferences from the very industry you're covering which is sort of the situation with some of your competitors. is that part of your thinking? you want to have some independence? >> yeah. look we said to our readers we're a hybrid site. we don't have a pay wall. we unlock certain articles. our traffic has increased. it hasn't gone down with this change. ultimately there's a saying in silicon valley either readers or customers or ...

In 2012. that's up sharply from the year before. do you want youtube without any ads? you'll soon be able to get it for a price. youtube is laying the groundwork for an ad-free version. no word yet on what it will cost. the big question will content providers pen fit from the new subscription model. guys? well walter scott's mother trying to endure the loss of a child and seeing it all unfold on video. what did she think when she watched that videotape? we'll hear from her, next.

And learn how to do art as a hobby. >> give me just a couple best practices when you are thinking about having a subscription model. >> sure. when you're thinking about your subscription model i think you want to think about 10 x versus 10%. nobody's going to buy your service just to save 10%. for example, netflix, you could make an argument that netflix is a 10 x value proposition. you go back to new master's academy, the art class folks, the comparative set is having to go to a college and spend 600 or $800 on a live class. that's one of the biggest things to think through your subscription,...

These tutorials about how to learn how to do you know art as a as a hobby and again it's a subscription basis and all you can eat category. >> what give me some like just a couple best practices when you are thinking about having a subscription model. >> sure. so, i mean when you're thinking about your subscription model you want to think about ten "x" versus 10% nobody's going to subscribe to your service that nay could buy a la carte just to save 10%. but if you can make the value proposition ten times better that's when you start to get uptake. so for example netflix you could make an argum...