Hey, I'm not here to defend anyone's magazine, the people who publish and write for their respective magazines are more than capable of doing that themselves. I just simply wanted to offer a viewpoint from someone who has been around a long time (me) and has has a lot of dealings with the press over the years.
As far as starting a magazine, or becoming a reviewer, no way. Been there, done that, won't do it again. I have a great deal of respect for those who are making a go of it. Tough business, reviewing. Which products do you review that will do the most good for the reader and the industry? Those from a stable and established manufacturer, or those from an upstart company who may, or may not (most likely not) be around in a year, or two if they are really well funded? I've been attending CES for 20 years, I have watched more companies than I can count come and go within a year, or two. Is it good for the customer and the industry to have a review of a product take up valuable space in the magazine, when the company may not even be in business when the review is published? There is a long lead time from submitting a product for review, until that review "hits", a small, not very well funded company can go under, have three revisions to the product, or totally change direction in that time. Then what, rewrite the review? Cut your losses and move on to the next product?
As I see it, he problem is that there are so many products that all do the same thing (more or less), how does an editor choose which which one to review? As an example, I'll pick on USB DAC's, as I am very familiar with the niche. How many manufacturers are making them right now? I can think of at least 20 off the top of my head, and I bet I could think of another 20 if I sat down for five minutes. How many more will be coming out in the next six months, 20 more? The recent availability of new high speed USB solutions will allow a barrage of 24/192 USB DAC's to come out in the next six months (hell, even I have commissioned one), I pity the reviewer and editors who have to chose which ones to give their time to.
So, what does the reviewer/editor do? Probably choose a well known brand with a good reputation, who is known to be stable. Perhaps a company that they have had positive dealings with in the past, so they know that they have a pretty good chance of receiving a current, working, non prototype product, that has been vetted, proven, and tested.
As far as the two reviewer dudes involved in this thread, I have had multiple dealings with each of them. I find them both to be honest, forthcoming, and ethical. However, they are quite different people, which I think is reflected in how they view products and the industry, and ultimately *how* and *what* they write about. Both have been around the block, and I respect both of their opinions, even if they are different than my own. I think they both give 100%, while following their muse. In fact, I would say that most of the better known, higher profile reviewers do the same, and are free to do so.
So, how do the new companies, smaller companies, and limited distribution companies get on "the map", how do they get reviewed? IMO, that's where these forums come in handy, and are of great value, and are a resource that we never had, up until 5-10 years ago. A company can get some buzz going, interact with their potential and existing customers, answer questions, and just generally drum up interest in their product. There are some great places on the 'net right now to build your brand, AudioCircle, AudiogoN, AudioEvo, Audio Asylum, Head-Fi, Computer Audiophile, and the list goes on and on, but you get the idea. Once a company has reached a sort of critical mass, or a tipping point if you will, and has some recognition, has experienced some success, has some units in the field that survived the alpha phase, and has a "following", a compelling case can be made at that point to an editor or reviewer as to why they should consider your product for review.
Well, in any event, this is becoming a tome, so I will stop now.
There are a ton of good products on the market right now, but a new company should not consider a review as part of their marketing plan, they should do some old fashioned beating of the streets to drum up business. They have to work hard to make sales happen, form alliances, and build a solid base/foundation upon which they can build a lasting and stable company. Once that happens, the reviews and press will come.
Peace,
Lee
