Shipping pre-production test devices is a long-established practise that predates the influencer era by decades.
Critics view movies before their release. Tech products are shipped to tech publications beforehand. Journalists have access to many press releases before they're published and on and on.
The benefits for those involved are clear: Sources get a coordinated press storm. Sources can restrict access to flattering publications. The publications can "instantly" release an in-depth review and beat their competition.
It's "only" all consumers who lose out. A free market might provide independent reviewers with a chance to beat the selected few on quality.
Shipping pre-production test devices is a long-established practise that predates the influencer era by decades
The critics had brands and reputations. The side effect of having so many critics, now, is they've become commoditised. I know every influencer believes they have a brand. But for the most part they're generic (within a category) to the algorithms that decide whether they're surfaced or not.
We're closer to the Cambrian explosion of the late 19th century, at the dawn of mass marketing and snake-oil salesmen, than the broadcast era we're leaving behind.
Exactly. And any time I've had an pre-release product it's always come with a note from the manufacturer with the "embargo" date on it -- the date on which I'm allowed to actually talk about it. So, of course, everyone starts talking about it on that same date.
Break the embargo and you get cut off from future goodies.
Comments
Shipping pre-production test devices is a long-established practise that predates the influencer era by decades.
Critics view movies before their release. Tech products are shipped to tech publications beforehand. Journalists have access to many press releases before they're published and on and on.
The benefits for those involved are clear: Sources get a coordinated press storm. Sources can restrict access to flattering publications. The publications can "instantly" release an in-depth review and beat their competition.
It's "only" all consumers who lose out. A free market might provide independent reviewers with a chance to beat the selected few on quality.
The critics had brands and reputations. The side effect of having so many critics, now, is they've become commoditised. I know every influencer believes they have a brand. But for the most part they're generic (within a category) to the algorithms that decide whether they're surfaced or not.
We're closer to the Cambrian explosion of the late 19th century, at the dawn of mass marketing and snake-oil salesmen, than the broadcast era we're leaving behind.
Exactly. And any time I've had an pre-release product it's always come with a note from the manufacturer with the "embargo" date on it -- the date on which I'm allowed to actually talk about it. So, of course, everyone starts talking about it on that same date.
Break the embargo and you get cut off from future goodies.