The point of departure for this long post - totally without pics, vids and clips - is some lines from one of haiducii's earliest posts in this thread (post #25, and this is haiducii quoting american scholar Joe A. Thomas): "Gay video sales and rentals represent a disproportionately large segment of the $ 10 billion to $ 12 billion global porn industry". $ 10 billion - a figure that originated in the late 1990s and usually quoted as considering the
American porn industry - and soon got mythologized as "the truth".
But as you all know, I'm in the business of
de-mythologizing. I'm absolutely not blaming haiducii for anything whatsoever, but I will put a blame on lots of journalists and university professors too lazy to do their job in a serious way. And what is their job? Many things maybe, but first of all :
Checking the facts. Period.
Haiducii has read this text in the original version and since he said he thought I should go ahead and post it in our thread, so here I am, on with the posting! This text will have two main chapters, of which the first is based on a stash of old papers and do
ents I happened to find in a cupboard drawer a few days ago.
The second chapter is based on my reading of Swedish journalist Mattias Andersson's book
Porr - en bästsäljande historia ("Porn - a bestselling story.", 2005).
So here we go!
THE ECONOMY OF PORN.
Working on our thread I've been - among many other things - also looking for different kinds of pharaphernalia/memorabilia that got something to do with gay porn one way or the other, and a couple of evenings ago I found a stash of old catalogues, pricelists and invoices in one of my cupboard drawers.
Catalogues, pricelists and invoices.
So I had catalogues from the big international gay porn video distributors
Gero and
Videorama 1994-1996, but also catalogues and pricelists from Swedish gay porn mail order company
Homeros Trading, but maybe the personally most interesting today to myself was a series of invoices from this company, that made me remember how fuckin' expensive it was to buy a few gay porn videos in 1995. So I bought two Cadinot vids for 1199 SEK each = 2400 SEK (250 EUR) and a few months later two Man's Best vids for 1300 SEK both of the together (140 EUR).
Around 2005 you didn't buy vids anymore, it was all about DVD:s, and I had a much better personal aconomy than ten years before, but the prices were mostly about the same, i.e. damn expensive.
Homeros Trading didn't exist any longer, but I bought a small DVD collection from
US Video, Swedens biggest online pornshop. Three Cadinot DVD:s cost about 3200 SEK (345 EUR) and about 15 DVD:s from other producers costing about 500 SEK each which makes up to 7500 SEK (800 EUR).
Total sum for my buyings of gay porn from 1995-2005 is 1535 EUR - and that's a danm lot of money, considering that it's nothing more than a bit over 20 DVD:s / videotapes. It's much, much, much more expensive than
straight porn or
non-porn DVD:s.
Gay porn goes Internet.
But what I didn't know in 2005 was, that video/DVD as distribution media in porno was soon coming to an end (hrmm, I guess I should stress that when I talk about video in this context, I'm thinking about the material video cassett), and entering the era of all the different Porno Tubes (RedTube, XTube, GayTube, XVideos etc) and Porn Forum (among them our beloved GH!). Another type of Internet porn became the membership porn sites (S3anC0dy, C0rbinFish3r, R4ndyBlu3, Br0ke Str4ight B0ys, C0ckb0ys, W1ll14mH1ggins, B3l4mi etc) where you pay a monthly fee, let's say $ 29.95 per month (C0ckyb0ys), $ 34.95 (B3l4mi), or $ 27.95 (S3anC0dy).
Thinking about all the different PornoTubes and Porn Forums, among the biggest economic problems for professional porn producers today must be:
- How the hell do you get people to pay any money at all for gay porn???
I mean if I can wait a couple of days for the latest C0ckyb0y clip, you can download it for NADA. And y'all know from where. NADA!!!!!!
One thing is damn certain: if you are a porn producer today, you just can't demand 100 EURO:s or more for a single porn DVD, not even if you're Georges Duroy, William Higgins or Jake Jaxon. Not a snowballs chance in hell!!!
Those are the fundamental reasons why I don't believe in the 10 billion dollar hype of today.
"Porn - a bestselling story."
But there are things - the very figure 10 billion dollars - that were as fishy as a piece of rotten pussy already in the 1990s!
The main point in this chapter is to introduce you to the Swedish journalist Mattias Andersson and his brilliant book
Porr - en bästsäljande historia. (2005; "Porn a bestselling story.) I don't think it's been translated into English, which is a pity. You'll have to make do with my reading of the central content.
There was much discussion in Swedish media in the late 1990s and early 2000s about porn having become such a gigantic global industry and how bad this was for society, bad for women, bad for children, bad for...well, just baaaaaaaad. Period.
What I didn't know was, that most of this so-called "information" came from different "research companies" and "news agencies".
FLT Newsagency.
So the FLT agency told all and sundry in 1998 that : "the porn industry is one of the four biggest industries in the world" and that it had a yearly turnover of "hundreds of billions". (Hundreds of billions of
what? Swedish crowns? US dollar? Euro?)
Forrester Research.
The soundbite of "one of the four biggest industries" would become almost as canonical and repeated as the following announcement fro Forrester Research in 1998:
"The porn industry has a turnover of 10 billion dollars every year in USA."
But the problem was - and in a way still is - that this
wasn't the
result from a serious study, but just
a plain guess that most often get
quoted as if it was the reported result of a study.
Forbes Magazine
Now it's time to move on from the American 10 billions to the global porn market! Forbes Magazine told us 14 June 1999 that today's legal porn business is "a $ 56 billion global industry".
Now the interisting thing is, that Forbes didn't just make a guess - as Forrester Research had - Forbes had a source, which was an interview with the international Swedish porn mogul Berth Milton jr when his company Private Media Group was about to go public on the Nasdaq stock exchange.
Milton giving this interview to a very well known and respected magazine like Forbes was very much in Milton's own interest. You could say that Milton planted the information he wanted to plant - in the interest of his company's stock exchange ratio.
Adult Video News (AVN)
The editor of AVN Paul Fishbein pontificated in 2000 that american consumers "rent and buy porn on video for 4 billions a year".
Forbes again - and with a different message...
However, in 2001 Forbes did what it hadn't done before - a serious economic investigation into the American porn business, that the overall turnover wasn't 10 billon dollars in the US, but rather somewhere in between 2.6 to 3.9 billion dollars in 2001.
But who cares about serious investigations? The 10 billion figure from Forrester Research in 1998 was repeated by journalist Frank Rich in the
New York Times in 2001, who's text got quoted by film studies professor Linda Williams in 2004.
And when the 10 billion statement got quoted by Jefferey Escoffier in his 2007 essay "Porn Star/Stripper/Escort" any annotation was obviously not considered necessary. The 10 billion dollars had become what "everybody" already knew. Just like the wetness of water.
Mattias Andersson's explanation.
I won't wear you out with any more horror stories about the almost total lack of critical sense among journalists and academics when it comes to porn. It is Mattias Anderssons critical genious that he gives a serious and in my view very plausible attempt to explain why all this came about.
First: the time when it all started, ca 1998-2001.
This is a very peculiar time in western economic and cultural history when the new glorious powerfull technological fan - the Internet - hit the age old financial shit of a Financial Bubble. The first recognizeable financial bubble was the Tulip Hysteria in Amsterdam in the 1630s, and in the late 1990s we were heading for the Dotcom-bubble or IT-bubble.
There are some messages that seems to repeat themselves in almost all bubbles: That this is a totally new type of economy functioning in a totally new way, that everything is totally possible and that everybody soon will become a millionair, a billionair, or why not a gazillionair!!! Yeah, dig it! Everybody! Soon!
When we're living inside a bubble, we're living in a climate zone where everything and anything seems possible. So it seemes possible for journalists and their editors that the porn industry really soon could become the worlds third, fourth and fifth biggest industry. It really starts seeming possible when Berth Milton jr says that the porn industry will have a global turnover of 56 billion dollars, so damn possible it isn't necessary for the journalist to make any critical analysis of the facts.
Don't be a spoil-sport, we're marching into Glory Land!!!
Second: The common interest of
not checking the facts.
There were so many different actors who found, that ever rising figures about the porn industry served their interests much better than critical factchecking:
porn moguls like Milton wanted spectacular figures to get the best stock exchange ratio they could get;
research companies and magazines gave the moguls what they wanted, but they also gave shiploads to the tabloids, who craved news about porn industry and porn stars almost as much as they craved sex.
And then there were politicos and the professors! It was so much better if you could believe in porn as a superstrong economic monster, when you wanted new types of prohibitions on porno. The making of the new law craves 56 billion dollars per annum (preferably more...).
The porno professors wanted porn to look long, fat and juicy, so that they could say to their collegues and their presumptive students: - Our subject and our studies program is much more important than you would expect!!!
Andersson on the economic state of the porn industry in 2003.
Public Limited Companies Turnover US Dollar 2003 Country
Beate Uhse 327 millions Germany
Playboy 325 millions USA
Ricks Cabaret Int:l 15 millions USA
New Frontier Media 44 millions USA
Private Media Group 48 millions Spain
Penthouse Int:l Inc 53 millions (2002) USA
Erotic Media 110 millions Schweiz
Sum 922 millions
Private Limited Companies
Vivid Video ca 100 millions USA
LFP Inc ca 150 millions USA
Sum Total 1172 millions = 1.172 billions
One question only : where the fuck were the other 54.8 billions :?
Here endeth the lesson.