"Create enough friction and people will find a way," Jan Chipchase wrote a few weeks ago ("Business Models Undermined"). Its an amazing quote, and I try and remind myself of it as often as possible. In that specific example, the friction is the prohibitive cost of new ink cartridges. The way around that is to use external, refillable cartridges.
Every business has friction.
Especially the communications business.
If it is too difficult to access your information, your audience will get it elsewhere. This might mean they are getting it from a competitor or that the information they are getting is from an unofficial source and possibly inaccurate.
These days, your audience can be anyone from the general public to journalists and bloggers.
Where is the friction in your business?