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September 26, 2012 11:56 pm GMT
I'm going to let you in on a little secret: most of the reviews you read online are performed in a manner that you, as an intelligent consumer, would find abhorrent. I'm not naming names nor am I pointing fingers, but aside from a few very specific cases, your vision of a highly-experienced tech journalist sitting down at a workbench next to a Faraday cage and a drop test station is pretty much fiction.This is a little bit of inside baseball, so bear with me or skip reading this.First, I want to talk a little bit about the reviews cycle. This is the plan PR people have when sending out items for review. For years, that plan was simple: you fly to New York, drop off a few devices, fly back. All the print media there would futz with things and the go to press. This gave reviewers a month lead time, if not longer. I used to write for Laptop magazine and we had lead times of three months. Now, with the always-on Internet, reviews go up as quickly as possible. In fact, when you see a bunch of reviews go up at exactly the same time its because the company set an embargo for that date. Rather than risk looking slow, all the major sites pop up their reviews in unison. But almost everyone gets a few days before the review embargo is up.
Original Link: http://feedproxy.google.com/~r/Techcrunch/~3/QXMkOxzcPLc/
The Problem With Early Reviews
I'm going to let you in on a little secret: most of the reviews you read online are performed in a manner that you, as an intelligent consumer, would find abhorrent. I'm not naming names nor am I pointing fingers, but aside from a few very specific cases, your vision of a highly-experienced tech journalist sitting down at a workbench next to a Faraday cage and a drop test station is pretty much fiction.This is a little bit of inside baseball, so bear with me or skip reading this.First, I want to talk a little bit about the reviews cycle. This is the plan PR people have when sending out items for review. For years, that plan was simple: you fly to New York, drop off a few devices, fly back. All the print media there would futz with things and the go to press. This gave reviewers a month lead time, if not longer. I used to write for Laptop magazine and we had lead times of three months. Now, with the always-on Internet, reviews go up as quickly as possible. In fact, when you see a bunch of reviews go up at exactly the same time its because the company set an embargo for that date. Rather than risk looking slow, all the major sites pop up their reviews in unison. But almost everyone gets a few days before the review embargo is up.Original Link: http://feedproxy.google.com/~r/Techcrunch/~3/QXMkOxzcPLc/
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