UK Hi-Fi magazines in terminal decline?

[Neil McCauley]

I’ve heard this sort of comment frequently during the years. It’s certainly true that we have far fewer magazines that the 1970s. However very recently, comments from the makers and other retailers who talk to me indicate what might be the first signs of worrying trend that might see a ‘shake up’ of the titles available.

Quite simply a number of organisations know from their careful monitoring that the advertising just isn’t working. Not at all. To the extent that they are pulling out of all magazines. Some might look at it again towards the Winter.

Logically, the public (if reports are true) are increasingly resistant to anything said in adverts.

Were this not the case, then adverts would generate leads, which assuming the maker passes them on (not always the case) and/or the retailer doesn’t screw the opportunity, might lead to sales. Apparently for some organisations, this just isn’t happening in sufficient quantity nor regularity

So putting to one side any comments about editorial policy, integrity of reviewers and so on, what is the forum’s view as to why the adverts of makers and retailers (and I'm excluding here the apparently resilient used audio sector where advertising has remained stable) is increasingly ineffective?

My own view, inverted as always, is that this phenomenon cannot legitimately be blamed on the ‘credit crunch’ and to automatically assume that it could would be to seek superficiality over observation, investigation and thought.

I say this because while I specialise in systems from £3k to £9k (hardly the upper echelons of pricing) my own target market are so they tell me about as recession-resistant as can reasonably be expected. Logically then, the market sector above mine might well similarly be recession resistant too. Moreover Richer Sounds always seem busy when I stroll by.

My view:

1. I believe that all the words associated with advertising text, such as ‘outstanding’, ‘engaging’, and ‘musical’ have been devalued through over-use and misapplication.

2. If I ever advertise again in the magazines, it is highly likely there will only be the company name, contact details, a fine shot of a fine system and a list of brands. And that’s it. No words, however sincerely written!

---//---

[purite audio]

Was there ever a time when magazine reviewers were completely independant, reviews based entirely on the merit of the equipment without thought to the reviewers own position, the magazines advertising revenue etc?

[Sand Dancin Donkey Walker]

Hi Howard
The problem for the mags could be that there is so much info out there on the internet that a great many people have access to, weather it is correct or not, or biased or not is a completely different question. If they are inclined to not trust or rely on the mags for whatever reasons, they will gather the info they need form the net and not the mags, so therefore they will tend not to buy the mags other than have a glossy picture to view and ultimately wrap the fish and chips in. Could this be the reason for the deline in sales, not sure but it would be a shame to loose them in the long run, even if it's just for my fish supper.

Andy - SDDW

[Neil McCauley]

Hi Howard
The problem for the mags could be that there is so much info out there on the internet that a great many people have access to, weather it is correct or not, or biased or not is a completely different question. If they are inclined to not trust or rely on the mags for whatever reasons, they will gather the info they need form the net and not the mags, so therefore they will tend not to buy the mags other than have a glossy picture to view and ultimately wrap the fish and chips in. Could this be the reason for the deline in sales, not sure but it would be a shame to loose them in the long run, even if it's just for my fish supper.

Andy - SDDW

Hello Andy.

I do believe you've hit the nail right on the head by the appropriate use of the phrase "If they are inclined to not trust or rely on the mags for whatever reasons ....."

You've alerted me to something I knew, but had not acknowledged. If Editorial is not trusted then, by osmosis, it is likely that adverts might not be trusted either. A very interesting point and, given the rampant egos of some audio journalists, sadly not something any of us even in collaboration can influence.

Having worked on a number of business-to-business automotive magazines in the 1990s and having seen the ruthless behaviour of the bean counters in giant publishing houses first hand, my impression --– albeit without any direct evidence to support this view – is that one way or another all of the current UK audio magazines are on a short financial leash. By this I mean that it is possible, even probable that they are already well into a defined period allowed for achieving a worthwhile return on investment.

When that time is up, don’t look for sentiment from the ones that pull the financial strings. They probably think that Bose is the true pinnacle of achievement in the misunderstood audiophile world.

---/---

[David Price]

Was there ever a time when magazine reviewers were completely independant, reviews based entirely on the merit of the equipment without thought to the reviewers own position, the magazines advertising revenue etc?

A widely held position this, but a logically problematic one. It is simply not fair (or accurate) to talk about "magazine reviewers" en masse, as one homogenous bloc that behaves as one. Indeed, the reality is actually very much the opposite. I would be utterly naive to claim that 100% of reviewers are "unbiased", but so are you to claim the reverse - and then go on to explain this in terms of nefarious motives. In truth, people are people and that means a whole spectrum of different behaviour. Actually, most I know (and that's across most of the mags) don't consciously bias their reviews with a view to "their own position/ad revenue", but what I would say is that people have their own personal taste. Some like it hard and punchy, others sweet and clean, etc. Let's not forget that listening is - in the final instance - a subjective process with a number of variables (i.e. the other links in their review system). The trouble is that those who disagree with those subjective findings instantly put 2 and 2 together and make 353 - ascribing the verdict to everything from flagrant favouritism to bribery! We can't win really, can we? The trick is to 'find' a reviewer you tend to agree with (in terms of your subjective tastes), and use him as a gauge - whilst reading the others with a pinch of salt. That is sensible and logical; alleging bias for reasons of adsales, etc., is an altogether more problematic and hard to prove thing. And like the earth being flat or us all being controlled by aliens from outer space, I personally wouldn't allege something unless I could actually prove it!

[Filterlab]

It's almost impossible for a hi-fi publication to be completely objective when testing, the writers have generally been in the hi-fi game for years and years and consequently have expectations and experience of what manufacturers offer. This has to influence their opinion either negatively or positively as their test then becomes subjective, however subjectivity from memory is tricky as if one recalls something that was very good from a while ago, the mind tends to hold it in exceptional light if the current point of comparison is not as impressive. This leads to an inner monologue along the lines of "well, it's not as good as X, and it's certainly nowhere near as good as Y" etc etc. Of course a strict A/B comparison may yield more accurate results but publications inevitably don't have the time.

However, my particular magazine of choice is Hi-Fi Choice (pardon the pun), which I've subscribed to for about three and a half years - since I got back into hi-fi. I really like it, there's some excellent experienced reviewers (Richard Black, Paul Messenger, Jason Kennedy et al) and the tests always seem to be fair. From my direct experience and in my personal opinion I can say that their reviews are very accurate, I auditioned my Revels, in a roundabout way, after reading Hi-Fi Choice's exceptionally good review of them. They were bang on in their description in every way, reading it now and comparing it to my experience of my speakers there's nothing that doesn't align. Oh, they also quite deservedly gave them an Editor's Choice award, nothing like a gold badge to get one's attention.

As for Howard's original question, there is a notable decline in magazines of every genre, except maybe computer related magazines, and that's the crux of the reason; when one is looking for information on anything the first port of call is usually Google.

[griffo104]

I've been a subscriber to hifi+ almost since the start. One of the reasons I enjoy reading it is that there are no testing stuff (just doesn't interest me) and the reviewers actually try to describe what they hear and if it isn't performing optimally or what they expect atit's price point they try things out and explain what they have done. I like the layout of the magazine.

I doubt I could even tell you who is advertising in it. I just don't bother.

Many moons ago when I was first looking for a turntable, a delaer was advertising that they had ALL the what hifi? Award winners. these included decks by Rega, Michell and Project. I set out one Saturday, found the dealer and had a wander round. There wasn't a single turntable on show. One of the guys in there comes over to me and asks if I need help , I explain why I'm there. He explains that the only turntable they could get in is a Roksan Radius (the old model not the new one).

So basically this dealer had put an advert in a magazine that was actively misleading.

I haven't bothered with adverts since.

[Neil McCauley]

Nice to see you here David.

[Togil]

I've been a subscriber to hifi+ almost since the start. One of the reasons I enjoy reading it is that there are no testing stuff (just doesn't interest me) and the reviewers actually try to describe what they hear and if it isn't performing optimally or what they expect atit's price point they try things out and explain what they have done. I like the layout of the magazine.

Well HiFi+ have just done two old-fashioned "over the top" rave reviews of the ( technically extremely interesting ) Berning Quadrature amplifier and the Magico V3 speakers - let's see if they stand the test of time or , in the case of the Magicos, if it's going the way of the Scintillas ( remember the rave reviews of those ? )

[David Price]

Nice to see you here David.

Likewise Howard! We should have a chinwag on the dog and bone sometime!