Famously wrong predictions
“There is no reason anyone would want a computer in their home.”
– Ken Olson, president, chairman and founder of Digital Equipment Corp., 1977
“Who the hell wants to hear actors talk?”
– H.M. Warner, Warner Brothers, 1927.
“Wine magazines are dead. Everything’s going online.”
– Just about everybody
We’ve all been pondering the future of wine writing vis a vis the Internet and/or print, and for all the verbiage, we’ve gotten exactly nowhere. Here’s what we know, or think we know:
- lots of stuff is migrating to the Internet
- “news” reporting, including wine reviewing, is becoming more democratic (with a small “d”) because everyone can Twitter, FB, blog
- younger people are doing everything digitally and since the future is theirs, print will shrink up and die
- no one has the slightest idea how to monetize the Internet, except the old-fashioned way, as Gary V. has shown: get paid for being famous, not for blogging
Nobody seems to be able to intellectually move beyond these bullet points, not even someone as savvy as Arianna Huffington. In a post she blogged last Friday, she admitted to being as in the dark as the rest of us concerning how a blog can make money. “[T]here is no question that, as the industry moves forward and we figure out the new rules of the road, there will be — and needs to be — a great deal of experimentation with new revenue models.” Great. I could have told her that.
Let me try one more time to peer into the future and see where this online/print thing is going. Let’s lift that heavy curtain and peer another millimeter or so down the line.
The year is 2013 (that’s about how long I think a good 2007 Pinot Noir will last, so it’s as far out as I’m willing to hazard a guess). There are still wine magazines around, including Wine Enthusiast. They remain important, because lots of people still get exposed to their reviews, not just by subscriptions, but pass-around copies, shelf talkers, email press releases, winery newsletters, citations in blogs and so on. (This is assuming the recession ends one of these days. If it doesn’t, it obliterates not only wine magazines and print journalism in general, but our way of life.)
There are still lots of blogs around, too. But wineries and advertisers don’t like working with an infinite number of people. They need to know who’s on the “A” list and who’s not. That there will be an “A” list, there can be no doubt, and the people on it will be taken seriously. They’ll get sent samples and invited to visit with the winemaker, their reviews will drive wine sales, and their names will be known to many people. By 2013, I don’t see any reason why a handful of bloggers won’t be serious rivals to the traditional wine press. (Obviously, the wine press will also be blogging. And we may need to come up with a new word instead of calling all online activity “blogging.”)
There. That advances things a half millimeter. Can I squeeze out one more tiny prediction? Try this. Once the recession is over, wine magazines, newly lean and mean, return to their positions of dominance. The kids who are all atwitter over Twitter grow up, get a little more conservative and traditional, and start subscribing to magazines again, just like their parents did. (Who knew?) What goes around comes around. Wine print journalism turns out not to be dead. Not even close.
That’s my prediction, and I’m sticking with it.
DEPT. OF “HOW’S THAT, AGAIN???”
This just in from Forbes:
Eric Arnold, one of their writers, wrote an article called Ten Great International Wine Destinations, and included nothing from California! Instead, he indulges in some Napa-bashing, complaining about “near-standstill traffic On Highway 29,” and the always-trendy lament about the French Laundry. “‘Call [them] two months in advance, to the day, but you’ll probably get a busy tone.”
Come on, Eric. California wine country extends bey0nd Napa Valley — and there are great restaurants other than French Laundry — but maybe I’m asking too much of a writer for Forbes to comprehend that. You don’t like crowds? Fine. Ever heard of Russian River Valley? Santa Ynez Valley? Anderson Valley? Eric cites the writer, George Taber’s, book on wine tourism and advises his readers to “Go somewhere better” than Napa, to wit: Tuscany, the Douro, Central Otago, the Rhinegau and so on. Look, those are nice places, but they’re not “better” than Napa, or any one of California’s beautiful wine regions. It’s churlish to say that a “tranquil atmosphere and stunning scenery” don’t exist in California. Eric should know better.