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Musical Fidelity Ships the Boxes to the Reviewers--the Sine Qua Non!!!!!

Posted by John Marks on December 13, 2003 at 10:18:54

Musical Fidelity Ships the Boxes to Reviewers--the Sine Qua Non!!!!!

Hi-

I wrote this to comment upon a post by CELT, but he deleted it first. CELT was right. Many companies do not cooperate with the review process. Musical Fidelity ships the boxes to the reviewers, and lets the chips fall where they may.

Here are some facts:

People may remember that mid-summer, I solicited inmate recommendations about inexpensive (under $1,500/piece or pair; preferably in the $500-$1000 range) standout products that have been not given much attention in reviews, anywhere in general, Stereophile in particular. I compiled a list of 12 companies to contact. Now, 6 months later, the net result has been that exactly TWO companies that I contacted have actually provided review samples: Sugden and Magneplanar.

I am still waiting for a mass-market, $500 stereo receiver that you can buy from Crutchfield (to drive the MMGs)--the publicist keeps saying he has to work on it some more. And when he finally gets "approval," I will have to fill out and fax back a "loan agreement." For a piece that cost them $100 to make.

Meanwhile, back in the real world, Mercedes-Benz is lending me a 2004 S-Class press-pool car (sticker price circa $85,000), so I can write up its Bose DVD/surround system for a car magazine. Here's what happened: The editor emailed the MBUSA publicity guy. The publicity guy emailed me and asked for my address. The delivery company phoned to give me a heads-up. Three contacts and it's a done deal. But I have sent a least 20 emails to publicists for two different mass-market CE companies, trying to get a $500 stereo receiver. I don't get paid for that kind scut-work. That's one reason a lot of writers don't do it. It's a lot easier to let the companies that have their acts together come to you.

Conclusion sought to be substantiated by this story: Many audio companies care a lot less about what gets into the stereo magazines than you do; or, if they do care, they are not ready for prime time in terms of focus and follow-through.

What does it say when you call a company and request a review sample of a product many AA'ers raved about, and they say "We'll have to build you one"? And, 4 x the 30-day promised build period, o cozzo, not even an apologetic email?

Or what about ship dates of "next week" promised for products that "are in the warehouse"... four months ago?

The only reason I am going to follow up on a $500 receiver or integrated is in fairness to Magneplanar, who sent me the MMGs. As far as the rest of the companies I contacted are concerned: they have made their decision about coverage in my column, and it is not my job to interfere with that.

Here's a radical suggestion: If you have a problem with Stereophile reviewing MF gear, don't bitch here, and don't email me. Email the companies whose products you would like to see reviewed in Stereophile, and ask them to forward to you their file copies of emails PREVIOUSLY sent to Stereophile writers or editors, requesting reviews of SPECIFIC products, and offering imediate shipment. NOT "If we build a new 'statement' speaker, will you review it?"

If it turns out that companies that are ready for prime time are being rebuffed or ignored by Stereophile, I will be rueful and chagrined and I personally will try to take up some of the slack. Let me know, chapter and verse, and I want to see copies of those mails, no hearsay stories. But I doubt I will!!!!!

A lot of people here do seem to have an unrealistic idea about many aspects of this industry. I am neither the least well-known audio reviewer nor the best-known, but you would be surprised at how hard it often is for me to get products for review that are worth reviewing in terms of sound quality, value for money, and reliability. MF, it would appear, consistently manages slam-dunks. Don't fault them. Find out from the other guys why they can't ship the boxes to the reviewers. No box, no review. Can't get simpler than that!

Cordially,

John Marks
Columnist, Stereophile

This post is made possible by the generous support of people like you and our sponsors:

Atma-Sphere Music Systems, Inc.

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