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Critic's Corner Discuss a review. Provide constructive feedback. Talk to the industry. |
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Critic's Corner Discuss a review. Provide constructive feedback. Talk to the industry. |
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In Reply to: 5-dealer rule: not a joke. posted by John Marks on February 17, 2007 at 14:36:30:
>in my experience, a company that can attract 5 real dealers is over
>the hump...
This is exactly the point, John. I was once told by a new manufacturer
how difficult it was for him to get his product sold by 5 dealers, yet
for established companies, it is not hard at all.
The 5-dealer rule means that the new company can experience its
growing pains without being exposed to the glare of a magazine review
(vide Zanden), and get essential feedback about what it is doing from
a team of experienced listeners -- the people who work on dealers'
sales floors. By the time they have 5 dealers, it is likely that they
will be ready for "prime time." See www.stereophile.com/asweseeit/746
>Is it a perfect rule? No.
>Is it better than nothing? Yes.
Without such a rule, the reader has to rely on the judgement of the
magazine's editors and writers that a particular company is ready
for review exposure. And as as has been pointed out, that that
judgment is not influenced by outside factors with entities other
than Stereophile cannot be taken for granted.
Regarding the longevity rule, I find it interesting, but with some
exceptions -- such as BEL noted by Charlie Hansen -- it will map the
5-dealer rule closely, in my experience. One high-profile
manufacturer has suggested that we pull a "Dun & Bradstreet" on every
company whose product we want to review and use that as a guide. After
all, the conventional wisdom in business is that until a company is
turning an annual gross revenue of at least $1m, it is a hobby rather
than a business. But given that almost all high-end audio companies in
the US are closely held and, unlike the UK, their finances are not in
the public record, that would be unworkable, I feel.
The fact remains that _all_ magazines have to choose what they feel
worth giving review coverage to. The paradox is that at Stereophile,
we make our guidelines public knowledge and are criticized for doing
so, while at other magazines, such decisions are made behind closed
doors, "in smoke-filled rooms," and no-one utters a peep of protest.
John Atkinson
Editor, Stereophile
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Follow Ups
- Re: 5-dealer rule: not a joke. - John Atkinson 04:48:30 02/18/07 (0)
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