Before it was the last word in gastronomy, the Michelin Guide was a free book designed to spur travel, and hence sell tires. Now, it’ll be free once more, thanks to a revamped Web strategy, BusinessWeek reports. Michelin’s redesigned site will not only give away more content, it’ll also include web 2.0 features to let amateur gourmets get a word in.
Michelin even intends to allow users to download full guides to their phones, for free, on-the-go reference. The company thinks it can generate ad revenue without cannibalizing book sales. “People are always saying the Internet will kill paper, but in our case it is not true at all,” said one executive, pointing to the books’ still-growing sales.