Those who believe that information must be free argue that free media – like music or movie downloads– will help rather than hinder musicians and moviemakers: by allowing consumers to sample their work free of charge, downloads work like ads, exposing their art to a broader public and increasing potential demand.
There has been little empirical evidence to sustain this proposition. But now data is emerging from an related industry: Chinese counterfeit sneakers. The sneaker story supports the case for free stuff as marketing, up to a point: counterfeits can serve as ads for the real thing. But they can also kill the real thing’s sales.
A recent study (gated) looked at sales of authentic brand-name shoes in China before and after a change in regulation in 1995 that took regulators’ eyes off the bootleg shoe industry. Sales of fake brand-name shoes soared after the policy change. And sales of legitimate brand-name sneakers felt the impact: Continue reading





