The holy grail for web designers, then, is the ability to embed font files themselves in a web page so that anyone who views the page can see the text in the intended font, whether or not they have the font installed on their computer (see a proof of concept here). I think it is inevitable that this will happen eventually, but it raises the question of how font designers and type foundries will be paid for the work they do. Right now, as I understand it, they get paid by licensing their fonts to be included in operating systems (Mac, Windows) or software (e.g. Adobe's applications), or individual users can purchase the rights to purchase a font file and use the typeface in personal or commercial products. But if the fonts are essentially downloadable at any time by anyone for free, where is the incentive for type designers to continue investing the considerable amount of care and time necessary for producing a quality font?
In a lot of ways font designers and type foundries find themselves in situations similar to those of musicians and record companies. Because fonts are digital files they are, like .mp3s, incredibly easy to copy and redistribute (or "pirate," as the RIAA would have it). It must not be possible to include digital rights management (DRM) measures in font files, or I'm sure the big foundries would have done so already. Instead, font producers try to cover their costs by charging astronomical sums to those who do wish to use them legally (non-designers might be surprised to learn that individual fonts can often cost up to $400), just as prices for legally purchased music have failed to fall appreciably, despite the fact that the cost of distributing that music is approaching zero. Both industries, it seems, are locked into pre-Internet business models that lead only to the frustrated customers -- and, as a result, "stolen" files.
How then, might type designers adapt to new distribution models in a way that would both satisfy their customers and make money in the coming age of embeddable fonts? The changing music industry may be a model for the solution, as well as the problem.
- Sell fonts as a loss leader for other services. Just as many musicians have had to begin thinking of recorded music not as their primary product, but as a way to promote their other services (touring and performing) and products (merchandise), so font designers could use free versions of their fonts as promotional tools for any number of other services and products, from printing to web design to (in Adobe's case) software.
- Free version/Pro version. Some font designers already do this, allowing free use of "lite" versions of their fonts for personal use, and requiring licenses for commercial use. This is not unlike the recent experiments by Radiohead (with their "In Rainbows" album and Nine Inch Nails (with their album "Ghosts," among others), where basic .mp3s were made available for free with the hopes that the artists could recoup their costs from more elaborate packagings of the material (hi-fidelity box sets, for example).
- License their fonts to browser manufacturers. In the same way that font designers license their products to companies like Adobe, they could strike deals with browser manufacturers to package them in browser software. Unfortunately, I can imagine there might be problems getting licenses for opensource browsers such as Firefox.
- Taxes. The most controversial means of font designers recouping costs on illegally shared font files might be something like that proposed to get record companies a share of money from their pirated music files: a tax on internet connections, to be charged by Internet service providers, which could then be distributed among the people who own the legal rights to files (see here and here. There is a significant downside of this plan, in that the logistics of distributing the revenues it generated would probably be quite difficult; however, it would likely be less difficult to implement than the licensing fees charged by performing rights organizations like BMI and ASCAP to live music venues, which allows any performer in those venues to play songs to which they do not own the rights. Moreover, it would both allow web designers and website users to have access to a much greater variety of typefaces and ensure that designers of those typefaces would be compensated for their work.