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`Apple Exhibit 1008 Page 00001
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`Apple Exhibit 1008 Page 00001
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`CHALLENGE OF CHANGE
`IN THE RECORDING INDUSTRY
`By Sam Sutherland
`
`4
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`AUDIO, VIDEO &
`SATELLITE TECHNOLOGIES
`
`By Rick Heffernon and Art Lebowiiz
`6
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`RADIO:
`EVER-PRESENT ENTERTAINER
`16
`
`By 6. Harry Stine
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`RETAILING
`IN THE ELECTRONIC AGE
`22
`
`By G. Harry Stine
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`BILLBOARD
`CHARTS THE FUTURE
`24
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`Edited by Paul Grain
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`90 WHO MADE IT HAPPEN .
`31
`90 WHO WILL
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`CONTENTS
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`..-w...............—‘,t,:..,...,
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`CHARTTOPPERS:
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`RADIO 16
` 40
`YEAR-END HITS
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`SPECA EDITION
`The organization, with facilities in New York and Phoenix. I5 led
`by Dr. Herb London and Dr. Rob Mclnick. nationally known for
`(Q I his is a product which may well revolutionize the retailing
`of home amusement products. It is not stretching ltitl far
`their work as researchers. writers and speakers in the area of future
`tnsay that perhapslit] may some day rival record sales in gross retail
`studies. Among other credentials, both have allilialiuns with another
`volume."
`.
`well-known think tank. the Hudson institute —and both are former
`The quote routes from a liillhoard front page of vesteryear. part of
`professional musicians. Working under thetr direction on the Bill‘
`ii report detailing new technological developments at RCA. The
`board project has been a team of scholars. engineers. writers and
`critiintunicatiims experts
`headline was equally hold: "Look at Future: TV Home Tape May be
`Sold Like Records."
`Data for the Future‘s six reports herein disect various aspects of
`the home entertainment
`industry‘s evolution. Prominent among
`That particular piece of t’uturecasling was made on the occasion of
`them are audio/video software delivery and programming systems.
`an anniversary—Oct. l. 1950.
`the day that RCA's David Sarnofi
`"celebrated his Golden Anniversary in radio. television and elec-
`the relationships of ”1038 systems In i'urrenl and anticipated tele-
`communications technology; the rule of the home computer; the dis-
`tronics." according to the company. It's in the same spirit. and we
`tribution and retailing oi consumer protluitts; and international lib
`hope with some oI‘the same foresight. that Billboard signifies an an
`niversary of its own with "a look at the future."
`mographic trends. and their economic efiei-ts.
`0t necessity. many of the articles are concerned with the technolr
`The publication came into existence on Nov. 1, 1894. "devoted to
`the interests of advertisers. poster printers. billposters. advertising
`
`ogy of hnme entertainment. Whn will he tomorrow's movers and
`shakers in the rreuiive community? That information is virtually int-
`agents. and secretaries of {ai
`.
`it‘s evolved from that 191h century
`purpose. acquiring (and relinquishing) a few other editorial ambi-
`possible to capture and to quantify, apart from the certainty of i'yr'li-
`tions along the way. to ellr‘nmpass today‘s ever-broadening horizons
`cal trends (the periodic emergeni‘e iii an entertainment superstar. for
`of music and home entertainment.
`example. surh as Frank Sinatra or Michael Jackson).
`.
`To celebrate ‘Jlt years of continuous publication. therefore. we of-
`Technology fuels creativity. of course. A number at the develop-
`fer "Billboard Charts The FutiireV'ia series of special reports de~
`ments identified and predicted in these pages will yield innovative,
`signed to probe and perhaps even predict the shape. the sight and
`and ensuing entertainment forms. just as the invention of the gramm-
`the sounds of home entertainment in the '90s and bevond.
`phone record did. and just as the arrival of the videocassette record
`er is doing.
`The t‘t‘it‘e of this special tasue has been specifically prepared for
`Dedicated to W.D. Littleford, Chairman 8. President. Bill-
`For these and other reasons. each article ritfcrs information on the
`board Publications Inc.
`Billboard h) Ilata (or the Future. a prestigious "think tank" which
`.st
`sperialires in the formulation and development of trend analyses
`post Jntl tire-uni.
`c.»
`:wll
`:l~ speculation :lIiiitlI the future. 5‘
`il‘
`i
`Iile nlIir
`ind ‘4 -.
`Ies iiiaiiiipenn-ni
`t‘ttllfllliillitt" .scr.
`-
`.iii~l ‘l't'lldl’ltt‘. and which 'Irtl\il
`._. rs nirthe future,
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`Page 00002
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`AUDIO/VIDEO 6
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`CABLE TV 54
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`s..-
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`GREAT ACHIEVEMENTS
`IN CHART HISTORY
`36
`Edited by Pau/ Grein
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`HOME COMPUTING:
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`SCENARIOS FOR SUCCESS 46
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`CABLE TELEVISION
`COMING OF AGE
`54
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`By John Craft
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`DEMOGRAPHICS:
`TRENDS AND EFFECTS
`By Carol Karin
`
`66
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`surprising. Taken as a whole or in part. we hope the results will be
`both challenging and useful.
`
`the historical flavor of
`THE ART IN THIS ISSUE: 'l‘ii i'iiillrast
`this commemorative issue. Billboard has selected a representation of
`internationally acclaimed t'OillltuIePgt‘l‘leralt‘d graphics to ai-ionipa-
`ny the editorial theme—the evolution of home entertainment Xi mu:
`sit: technology. It will lie of interest to note. all six reproductions on
`our editorial pages were digitally simulated by a computer (with the
`exception ul‘the robot Irom "Metropolis" on page 4-7). Working with
`the world's most powerful computers. today's visual special eiiei'ls
`designers are able to simulate photographic reality as easily as a key-
`hiiard synthesizer simulates a brass section. "Is it live iir computer-
`generated?" is the question we can all ask ourselves from time to
`time while watching a movie or a TV commercial. Soon we may have
`to pinch ourselves to see if we're really dreaming.
`
`
`CREDITS: Editor-ln-Chiet. Adam White: Executive Editorial
`Director. Lee Zhito. Editorial Consultants. Data For The Fu-
`ture; Special Issues Editor. Ed Ochs; Assistant Editor. R0-
`byn Wells: Technical Adviser/Computer Graphics. Peter
`Sorensen; Layout ASSISIanl. Anne Richardson-Daniel; Art
`Director, J. Daniel Chapman
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`Page 00002
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`The obituary was prt‘niaturt-inot befall-1’ the home i'otnptiter in-
`iltistn is still alive and well. hut ltt’t‘fitlsl‘ it has \el to be born. Then-
`it no romputer prothwi that ran ltt‘ t'tllll‘ll .1 our home computer.
`There are millions of i‘otttpttters' in homes throtighout the United
`Stan-s. hut mam are ran-h used. And if they are used.
`it
`is
`mostlx for playing games—tints! of which donut l't‘tltllrt‘
`data entry—or for work-related tasks that t'ltllltl he mm-
`[tlt‘lt’tl [somewhat
`less ionwnientl}. pt‘l’haps] in ati of-
`l‘it‘t'. Tht- home vomputer has liecn prtimilini't‘d tumi its.
`Is tinallt‘ realived what many of the
`i~auso iiidu-atr) anla_
`less itiliirnwil had reit II.t-tl a long time ago: that the so-
`railed home t'omputers t'urrt’ntl} on the market are too ex»
`pr-iisiie and too romplex {or general home use. The [art is. for
`t-oniputt-rs to [‘9 <iit~t~esst’tit in the home market. they must mist the
`same and lw as no'
`to use as otir l1]tlrt‘l|fl~l('lltlfl|t’ entertainment
`eipiipmenl. sui'h as stert'o sets and tele\isions.
`The Personal Computer
`The derive that has heen relierrt-d to as the "home ioniptitt-r" is
`part of a larger i'oinputer tategor} known as the “personal t‘ttlflpui'
`er." The tlt'st'ription "personal i-iimpttter' was based on tho tuition
`that the computer was designed for use by one person. This use wa.s
`in i-oiitrasl to an earlier t'littt't’lll in t’oniputing known its "tune-shah
`ing"—~man_v people sharing one relatively large t'limptllt‘r. Personal
`i'omputt-rs first t'ame into piililit‘
`il‘W in the midrl‘Vitls. Sim-e then.
`scores of personal voinputt-rs have come and gone. with none arhietu
`in; tho tillltltfltt‘ goal of lieootning thP first true horm- t'tlmliutrr.
`The first personal t-onipitter to make a signihrant impact on the
`market was the Apple ll. which first appeared in [977. [it today's
`standards. the -\pplt- was art'hau: hot at that time it was truly revolu-
`tiuiian. The \pple has small. would lie t'onnei'tvil to a television set.
`and mold display up to sixteen t‘ttlttrs. Few-nil other personal rom-
`ptitt-rs. snrh as lhl‘ Radio .‘ihai'h TRS-tltt. tllt‘ Commodore Pot. and
`Il‘tl‘ 'l'e\as ltistrtimeitts Tl-U‘). appeared at tlte same time as the Ap—
`ple. or shortly thereafter. It was the Apple. houc‘ er. that made the
`biggest Illi‘iat‘l and was to remain the iuiltistr) leader for tears to
`toitw.
`the
`’ls llu‘ popiilarih of personal computers Iwgan to increase.
`notion of:- r-oniptiter in men home began to tleielop. lnditsrr} ana~
`l)sl; predicted. and sales ret-ortls intlir‘atr-d. that there were hitti-
`dreds‘ of thousands. if not millions. of people who inert- willing to
`\Ill‘l‘tl up to $3.000 on a i'oniputrr and all of tht‘ related equipment
`required to use it. So while the market shares of Apple and Radio
`Shark i‘orttinucd to grow. no one sllspl‘l’li‘tl that their llttt’ltinfll‘tt‘P was
`nliout to Fun“: to a dramatic end,
`lt represented
`In August of I‘JRI
`the lllM-l‘li was iiitrodiired.
`lHM's t-ntri
`into the personal iomputcr market. The lliVl-l'ti was
`not
`a rmolutionar} product.
`lt had TI'W.
`[T tin}. thraordinnr} Tea-
`ttirrs. It was rated as Iieing no more adiant‘eil than mtll'll of its t‘tlnls
`petition. However. it ths mantil'ztt‘lttrt-d h} lhl‘ largest and ttiost prt's~
`iigtous maker (and Iuitrlu‘tt'it of i'ontpnters in the world. The lliMr
`l‘ti nt'himrd market dominance almost immediateh and lievanie the
`industrt standard virtually o\eritight.
`
`drive. (iZ-key infrared keyboard and 13L072 rharavters of
`“59' memnry.
`
`There is t‘\r‘l| an industrt hosed on the nianutarture of IBM look-
`alihrs. Apple rt't‘t‘t‘ll) regained a small share of its lost market With
`tht‘ release oi the Maeinliish and the twit- in: Tom. Instruments.
`while ilisvoiitinuiiig its small personal computer (the "9 series). man»
`titan-titres the Professional liontputt-r. and Radio Shark olTers a large
`person:
`i'omputer line. While other large computer ntanufacttir»
`
`ers-—l)tgitnl Equipment (.orporation. llata tleneral. l'rl‘.
`\‘FST—
`lime Irttrodut-i-d personal romptiter produt-t
`litu‘s. none hau- i'nme
`t‘|l|\t’ to tit-honing the s|l4‘l't’ss of llih‘l.
`
`The Personal Computer at Home
`\s was mentioned earlier. most ol these personal t'omptiters uere
`at'ltlull‘y lit-tug purchased lor llltstlll‘ss purposes. regardless of where
`they were ultiruntt-l} used lloisewr. at least
`three t’tiinpanies—
`hill“. (:tllllllllitlltt‘t‘. and rilterv—‘tilll attempt to mant-t computers
`designed sin-tot. all) lor llomi' w. timmimttire. selling the View
`and the Commodore (>4. has and still is the most successful. having
`attained it market share ot owr 3t! pt'l’t't’l‘li. Timex. marketing the
`Tinim/Sint'lair 100“. was extraordinaril) ~tlt’t’€<<flll
`for a very short
`time, litit their oll‘ering ifll‘kt'tl power and was ilifiirtilt lo iisir. And
`Atari. “llilC sitti'essiul In the Video game arena. was never able to
`arhieve the necessan market penetration with its home computer
`lit’lltlllt‘h‘. resulting in its salt' in Warner Communit'ations.
`[sing the Commodore (st as an example. let‘s examine what is
`required to liegtn Ilnnti' t'itm'lttlt‘r usage in earnest.
`The Commodore {34 van he purchased almost antwhere. except—
`Intt'restinglt—iti i~oiuputer retail stores.
`It
`is relatively Ine\pensivr
`tit can he purchased I.“ iust under $200) and then- is a large body (it
`an ailahlt‘ stiltnarin V. ll_\. tht'lt. is there no sut'h thing as a home (‘0!!!-
`
`puter'.’ The answer is stltlltlt" The Commodore (i4 may cost only
`$200. hut to do an} sPrtHlls‘ i-oinputing. home or otherwise. you will
`need to ‘ttlrt'ht‘tsf‘ a ten tttllt‘r things as well. For r‘\amplt‘ .
`.
`.
`First. tlu‘ i~oiisuniet most l‘l‘ zilile to use and store programs. That
`((‘onli’niwd on page 90771-80)
`
`CENARIOS FOR
`SUCCESS
`
`By
`Larry
`Israelite
`
`he obituary was short, and it appeared simultaneously in newspapers throughout .
`the country. It read: rBorn—1977. Died—1984. Cause of death—terminal ne—
`glect.” Thus the death of the home computer was made public by those who had
`announced its birth; industry analysts who possess the power to make or break
`products, companies, or entire industries by making educated guesses.
`
` The IBM T‘er l‘jnhanred Model int‘ludes a slim-line diskette
`
`‘\
`
`ILLUSYRATIDNs- EVERETT PECK
`
`'l‘ottm the pvrsiinal t'titlipiiler imtnstrt
`
`is still dominated to IBM.
`
`Page 00003
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`l Home Computing
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`SCENARIOS FOR
`SUCCESS
`(Continuedfrum page .90TH-46‘)
`requires a small cassette recorder and player: nnly Commodore‘s will
`work. Add about $60 to the purchase price of the computer. Two
`weeks after buying that. the consumer finds most good software is
`not available in that format. and even ifit were. loading and storing
`programs on cassette is unbearably slow. The next purchase: a disk
`drive that costs about $250.
`The nevi problem is him to \ieh programs. The home television
`will work until others in the household want to watch a show when
`the computer user wants to compute. That old black-and-while tv in
`the guest room son‘i suffice. because. unfortunately. most of the
`softuare programs require color. In addition. the television display
`is such that the top and liotluni lines of each display are lost. The
`only solution: the purchase of a $350 monitor. The $200 computcr
`has now cost met three times as much.
`There is still one other major expense: for meaningful activity. a
`printer is necessary—and a printer interface. Over SLOOO has been
`sllt‘nl by this point. and still more must be. for floppy disks. paper. a
`printcr stand. a computer talile and the bottomless pit known as soft-
`here. Total: at least 31.200.
`
`have to be able to take the place of what currently requires a turnta-
`ble. cassette deck. and compact audio disc player to do A fully inte-
`grated home computer will enable us to do our banking. buy grocer-
`ies. pay bills. set up doctor‘s appointment‘. and help our children do
`their homework. The computer will also show local movie schedules.
`let us study the menus from our favorite restaurants. and allow us to
`order and pay for concert and theatre tickets. ll will remind us to
`mail birthday cards. take the car in for service. and call the baby
`sitter.
`Also. the home computer must and will soon become more alTurd»
`able. It must be able to perform all ofthe tasks listed above anti still
`cost far less than it does today. This it'll] happen in the near future.
`and this "real" home ('Utltputer will change the way you live.
`The best way to gain an insight into the wavs in which computers
`
`will become integrated into our live
`to examine two products. The
`first product might be called the ai‘dio system of the future. The sec-
`ond product is actually a (‘ompu'er service that requires the use of a
`home computer. it. too. has the potential to dramatically alter the
`way in hllit‘lt no live.
`
`
`
`Computeriud Home Audio
`The introduction of the Compact Disc brought home audio into
`the age of the mmputer in a serious way. The result was a quantum
`leap in the qualitv of sound reproduction available in the home. L'n-
`fortunately. the Compact Disc player is exactly that: a player. Cur-
`rently. there is no product on the market that permits digital encod-
`ing iif audio source material in the home. Individuals who like to
`record their own music must use casscttc or rccl-to—reel tape and are
`dept the Hans in reproduction that accompany analog technology.
`Early next year. however. sees the introduction of the Compuson-
`ics USP-1000. a digital audio recording/playback system. If the
`USP-1000 liyes up to its manufacturer's claims, audiophiles will be
`able to make home recordings that match the quality of compact
`
`dis s. Further. these recordings will be stored on S—V. inch floppy
`discs. the same as those used with almost all home computers. An
`additional feature of the USP-1000 is that it will have an interface
`for the lBM-PC that will enable the user to manipulate the digital
`data stored on the floppy discs. The result is that old records and
`tapes can be "cleaned up,“ the sounds produced by voices and in-
`struments can be changed—the user will be able to exercise corn-
`plete control over the sound~rcproduction process.
`On the surface. the announcement ofthis product and the technol-
`ogy that makes it possible may seem like a relatively modest step
`forward. To understand why it may be more than that. it‘s necessary
`to briefly mention the ways in y~hich digital data can be shippcd into
`the home.
`One medium that is currently used for shipping digital data over
`long distances is telephone lines. l'nftirtunately. the speed at which
`data can be shipped over evisting phone lines is relatively slim
`(1.200 single pieces of information per second). and the error rate is
`There is one other point that must be made. Using a home come
`relatively high. This makes shipment of large amounts of data via
`puter is difficult. It isn't like loading a tape on a VCR or plaving a
`this medium somewhat difficult. in the very near future. however. a
`record. In a nutshell. then. the home computer is a device that
`is
`senit‘e will be available that will allow the shipment of 144.000
`expensive [when compared to other home entertainment deyii‘esl
`pieces of information per second over telephone lines with an eve
`and is difficult
`to use (when compared to anything).
`Is there any
`tremely lo» error rate. The expectation is that twelve cities will have
`doubt about the reasons for the demise of the home computer indus-
`
`acce
`to this service by early 1983. A second means of shipping
`try. or whv some say it never really evisted in the first place?
`digital data to the home is over cable teleyisiun lines. With current
`cable technology. it should be possible to ship enough data to equal a
`Selling the Product
`45-minute LP in less than 15 minutes.
`Computer dealers. most of whom do not sell Commodore prodr
`
`What do
`ipment of data have to do with a digital recording/
`ucts. complained bitterly when Commodore allowed its products to
`playback device? The answer is simple. Assume that the cost of the
`be sold by stores that did not specialize in computers. Their com-
`DFPJOOO (currently projected to be around 81200 when it is intro-
`plaint was that the computers would be purchased at discount stores
`duced) drops at the same rate as other coniputervbased electronic de»
`[priced beltw dealer cost]. but the computer retailers would be
`vices. It will cost $200 to $300 in a few \eais. Then assume that
`forced to deal hill! all of the problems—a charge that was not With
`there are low»cost. high~speed techniques for shipping digital data
`out validity. Other home computers are available from a wide range
`into the home. Making these assumptions. in the not-rocvdistant fu-
`of retailers. but all "real" computers are available only' at stores that
`
`'m-
`ture consumers uill be able to buy music at home. over telephone
`restrict their sales to computer products. The point here [5 very
`lines or through cable television hookups. and play it back through
`ple:
`-\ product that can he sold only at specialty stores because it is
`an audio device resembling a microcomputer. let‘s look at tun sce-
`so difficult
`to use is not yet ready for the mass market. Such was.
`I'lflrlUS.
`and still is. the case with home computers.
`The first scenario involves cable television. One evening you de-
`Scenarios for Sun-es
`cide that you would like to own a copy ofthe soundtrack of the video
`clip you Just watched on MTV. You change the channel [using the
`Before considering how computers might be used in the home in
`the near future. it
`is useful
`to consider how they are used now in
`keyboard on your home cntenainment control module) so you can
`find out the name of the song and the access number under which it
`common home entertainment devices. For example. the event timer
`is stored in the cable company's data base. Then. after you load a
`in a VCR is controlled by a small computer. and compact audio play»
`floppy diskyinto your DST-1000. you dial up the cable station. enter
`ers use a laser computer to read information from pieces ofplastic (a
`the access code and a ”send data" code. When you receive a "data
`small computer translates the information that the laser "sees" into
`
`transmi
`you complete" signal. the pmces.
`is finished. The floppy
`frequency patterns that result in the music we hear). Almost any so-
`disk now will contain the song. stored in digital form. All charges as»
`phisticated electronic device makes use of embedded computers to
`sociatcd with the data transfer will be itemized on your monthly cav
`operate. While these devices are not necessarily home computers.
`ble service bill. which you can see on the monitor if vou so choose.
`the technology on which they are based is identical.
`So, what's in store for the near-term future of home computers?
`We are still several years away from a scenario such as this be
`coming reality. The reason. however. is not because the recording
`This question can best be answered by determining what home come
`technology does not exist. The limiting factor will he the relatively
`putt-is must and will be able to do before we wtllingly purchase them
`low number of fully functional cable teleyision installations. This
`
`and integrate them into our lives. The answer is relatively east. The
`will change. but because of the political and economic is
`es sur-
`14-00
`home computer \Alll have to fit on the shelf next to our digital televi-
`a
`
`
`
`
`The second st'enariu. which involves the transmission of data
`across telephone lines. is slightly more realistic. The assumption on
`which this is based is that the availability of high~speed. interior
`transmission ofdigital data Wlll be limited in the immediate future.
`As owners ofa digital music System. consumers no longer want to
`purchase records or tapes, Instead.
`they want
`in purchase floppy
`
`disks on which to store inus
`selections. Because they don't have
`access to high-speed digital communications lines. they must make
`their purchases at their local record store. which. With more sophisti-
`caled equipment than consumers have at home. is able to receive
`digital data directly from regional record company branches.
`The customer goes to the record store and requests that a specific
`"album" be put on floppy disk. The cleric places a floppy in a disk
`drive. calls the branch. and places the order. A short time later, the
`disk is removed from the disk drive. tested. and the purchase is com»
`pleted.
`What makes this scenario interesting is that it identifies a new
`level of competition that will erupt among record companies and
`among music retailers. Those who possess the technology will séll
`the product. if digital music technology becomes the industry stan-
`dard. those who will be most successful Will be the firms that invest
`early and grow as the technology develops. As traditional sources of
`music in the home change. so must the industries that have tradition-
`ally supplied that music.
`Two important points must be made here. First. although the see
`narios presented above relate only to music. the same data-transmis-
`sinn techniques will be available for all digital data. Thus as other
`forms of entertainment leg. y idcul are digitized. they. too, will be
`come candidates for thcse scenarios. Very simply. music (and other
`home entertainment options) will become just another type of coin»
`purer software.
`Scion there will be stores that market computer software in the
`broadest sense of the word: music. games. education. applications.
`At the same time. stores that have sold music will continue to do so.
`The challenge for the music retail industry will be to become compo
`tent at marketing a type of product with which they have no experi‘
`ence. At the same time. traditional outlets for computer software vrill
`compete for music software business. At the very least. the competi-
`tion should be interesting.
`The second point is related in the contrast between the way in
`which we percriie home computers and other home entertainment
`equipment. Most of its own teleyisinn. VCRs. receivers. turntables.
`cassette decks. etc. ll e perceive these devices as providing home an
`lertainment. Some of us also own computers. but we perceive them
`differently Home computers are used for other reasons. although Ive
`are not really sure what those reasons are. lloheycr. as technologiul
`breakthroughs occur. this perception will change.
`.\ computer will
`be the device that prnvicles access to all other deyit‘es. that unlocks
`the digital world in which all home entertainment will reside. The
`computer will be an inextricable part of any home entertainment syy
`lem. At the same time. however, the home computer will be a device
`that W!" help us in every aspect of our lives. ljl‘s look at an cunt
`ple.
`Yellow Data is a \‘ideotext service in Belmont. \lassachusetls. that
`operatcs in a way slightly different front than of other such service:
`Yellow Data is free. Instead of the user paying for each minute he
`spends "looking" through Yellow. Data‘s electronic data base. local
`busine es pay for the service by advertising their goods and ser-
`vices. just as though Yellow Data were a nen spaper.
`Yellow Data is amessed by dialing a local telephone number and
`then attaching your computer to the telephone tvou need a modem
`for that—another $75 to 32ml. The first thing you see is a menu of
`
`options related to the different tvpcs of data bases currently on the
`system. The menu might include options such as Entertainment."
`(Continued on page 90771-83)
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`Home Computing
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`(Continuedfrom page 90771-80)
`~\ailietls." Typing the lirsl
`"Local NeWs," "Shop-zit-llonie,H and ‘
`three. letters of an uption title allows you to gain flt't'es: to that data
`base. The "Entertainment" data base, for example‘ contains infor-
`mation on mOVle ofl’ledulee,
`local restaurants, converts, and other
`srmilar events. The "Classified“ data base contains information on
`both merchandise and servrces for sale. By making selections from
`the mcnllb‘ you are able to locate the specific information that you
`are seeking,
`Today, Yellow Data‘s potential audience is limited to tlu> number
`of people who have computers and madame—estimated by Yellow
`Data's president, Richard Koch. to be appruximateiy 300.000 in the
`Boston metropolitan area, Of the potential audience, only a small
`portion mirrently use the sen/me, although the number is increasing
`steadily. It is Important to remember. however, that the home mm-
`puter industry is still in its infancy, As a result, Yellow Data's true
`audience- is mil yet capable of tttahittg use at the service. However. as
`the number of homes that have computerrintegrated home entertain-
`ment systems grows. so Wlll Yellow Data‘s audxent‘e and market.
`Now let's limit at how Yellow Data relates to music {Elfllllllgt
`If the consumer hail stress to a computer and to a service like
`Yellow Data, even that purchasing technique might become obso-
`lete. lnstead. he or she muld look through a database of songs avail-
`able in digital form, indicate those wished to purchase, type in a
`charge card number and address, and the floppy dim: wuuld arrive in
`the mail two days later.
`lsing this st'etiarin. earh night, record stores would ret‘eivv a list
`of orders placed during the day. Floppy dist' recordings would he
`produced at night and mailed the next morning It would be possible
`to purchase an entire musit~ t'ollerttion without leaving home Almost
`all shopping would be ai‘cumplishcd in lllln manner, so computers in
`the hunt: will have a major impact on the entire retail industry. not
`just on musit~ retmlingt
`So what about the future? Will there eve-r be a market for home
`Computers? The answer is "no" it. you are asking il’ there will ever
`be a time when we will use t'riinpulers in the home. the answer is a
`resounding "yes." and it Will be in the very near future, But the
`home t‘omputer thl not be a device that sits on a table somewhere in
`the home and exists a; an independent entity Computer let‘hnolngy
`will become apart of the home, just as telephone service. electricity.
`antl running water are now. The impact of computers in the home
`will be felt in all lacets ofout lives and will afi'ect everything we llt).
`
`Larry Israelite. AnalysL Data For The Future, spenaiizei in micm»
`computers and video technologies
`
`8000 Freedom Ave. N.W.. PO. Box 2|69, North Canton. Ohio 44720—0l6
`
`
`
`CONGRATULATIONS ON
`90 SUCCESSFUL YEARS.'
`CHMELOT MUSIC
`
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