The most stunning finding from Ipsos Media’s new study on social media is that Millennials spend an average of 17.8 hours a day perusing (if that’s the right word) the media.
Assuming they must sleep at some point, that means that nearly all of Millennials’ waking hours are spent looking at or listening to a smartphone, tablet, computer, radio, movie or T.V. screen or even the printed page!
How do they find the time to do anything else?
The actual point of the study was about user-generated content (UGC), a buzzword that, according to Wikipedia, entered mainstream use in 2005. Wikipedia says “The advent of user-generated content marked a shift among media organizations from creating online content to providing facilities for amateurs to publish their own content.” So, for example, anything that lets you put information out there on the Internet (a blog, Twitter, Instagram) is an example of UGC.
It’s clearly cheaper for media organizations to have users create content, rather than for the corporations to have to pay for it. On the downside is the fact that UGC sites cannot charge nearly as much for advertising that sites (usually bricks-and-mortar) charge. This is why we see Facebook and Twitter constantly trying out new ways of sneaking ads into our feeds.
The study’s authors report that 53% of Millennials say UGC influences their buying decisions, compared to 44% who trust traditional media more. Of that 53%, nearly three-quarters (74%) say their most “trustworthy” form of UGC is “conversations with friends/family” (although, to me, a “conversation” with actual people isn’t really an example of user-generated content. Am I missing something?) Anyhow, that compares with only 44% who find “print magazines or newspapers” to be trustworthy.
That will come as welcome news to my friends who are steeped deeply into social media. It means, for instance, that a Millennial who’s looking to buy a bottle of wine will give more credence to a “conversation with family/friends” than a recommendation in a wine magazine.
Well, duh. I’m sure that’s true for most people who buy a bottle of wine. Wine magazines and wine columns in newspapers aren’t for everyone, they’re for people whose interest in wine has risen above a certain base level. These folks may not realize it, but if they’re listening to a wine recco from a magazine or newspaper, they have officially dipped one toe into the Sea of Geekdom. Hey, dive right in, the water’s warm and comforting!
It’s interesting to note from the study that, while we tend to associate Millennials with online social media and not so much with television, they actually watch quite a bit of the boob tube. While 71% of them report daily use of social networking (Facebook, LinkedIn, etc.), nearly as many—60%–watch live TV everyday. And may I be so bold as to suggest that a momentary glimpse of their Facebook feed pales in comparison to watching a 30-minute TV program. That suggests that wine companies might consider advertising on the TV shows that Millennials watch, but (cf. my reference above to advertising), most wineries could never even begin to advertise on Colbert or the Daily Show.
I suppose the challenge for wineries today is the same as it was six years ago when I began blogging: How do you get Millennials (or anyone else) to recommend your wines to their friends and followers? That’s the million-dollar question. No one’s yet figured out the answer. While they’re trying to, I suggest wineries continue to send samples to the top print critics and other tastemakers. The two approaches are not mutually exclusive.
1961 was, as all Bordeaux lovers know, one of those “vintages of the century” when nearly all the chateaux produced rich, ageworthy wines. However, one chateau, La Lagune, a Third Growth of the Médoc that has had a stellar reputation, apparently didn’t fare so well among critics. Eddie Penning-Rowsell, in The Wines of Bordeaux, wrote that the winery “probably over-sugared the  wine, as it has struck me as excessively sweet.” Michael Broadbent, in The Great Vintage Wine Book, chose not to review it in depth at all, and merely listed it, along with several dozen others, as not tasted recently. Oz Clarke, in his New Encyclopedia of French Wines, wrote that “the experts say that 1961 wasn’t a success at La Lagune,” although he himself, tasting it decades later, liked it enough to buy 8-1/2 cases.
Then there was Harry Waugh who, in his 1970 diary, Pick of the Bunch, referred to his visit to Chateau Bouscaut, in the Graves, where the proprietor opened a 1962 La Lagune. “With my recollection of the, shall I say, ‘curious’ 1961 vintage of that Chateau, I was reluctant to try it,” Harry wrote, delicately; he must have reviewed it in one of his diaries I do not own, but it cannot have been a good review. Most likely, if we are to believe Penning-Rowsell, if the wine indeed had been over-chaptalised, Harry, who liked his Bordeaux classically dry, would not have cared for it.
Harry did, however, drink that ’62 La Lagune and found it “both charming and delicious…”. He concluded: I “had to eat my words…The prejudices one can form are really frightening!”
It is those “prejudices” I wish to write about today. Harry had formed a prejudice against La Lagune that rose up in his mind as soon as he saw the bottle of 1962. Fortunately, Harry was a fair enough taster that he was able to overcome that prejudice and appreciate the beauty of the ’62. But can we say that of all professional tasters? Indeed, “frightening” is not too strong a word to describe the attitudes of some of them, whose condemnation of certain wines, based on their presuppositions, is all the more pernicious due to their influence.
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Good friend Adam Japko, from Digital Sherpa, sent me this link to an article on CEOs using social media “to drive business results.” Adam is, of course, very high on social media and a passionate explicator of it. The article profiles 5 CEOs who use social media a lot; it goes on to explain in each case how that use “helps drive business results.”
I suspect Adam sent me the link because he (like some others who know me) thinks I’m a bit of a skeptic when it comes to social media and ROI. Notice I said “ROI” rather than “driving business results,” because I think the two are vastly different. We all understand what ROI means because it’s about money and can be measured. Unfortunately the article doesn’t define the meaning of “driving business results,” so we really have no way of knowing if, say, Doug Conant’s 24,000 Twitter followers are having any impact on Avon’s bottom line: are his tweets selling more cosmetics, jewelry, watches? Maybe yes, maybe no; it’s hard for me, at any rate, to make that leap. The article suggests, logically, that Conant’s commitment to social media “is passed on to executives and all [Avon] employees” by dint of his leadership position, but again, just how that translates into increased sales isn’t entirely clear. If we actually knew what “driving business results” meant, we might, however, be able to come to a definitive conclusion!
As I’ve said before, I too encourage all professionals to use social media, as often as feels comfortable. It can’t hurt; it can only help. I myself use it all the time. And my new employer, Jackson Family Wines, is a firm believer in social media; in fact, part of my job is to write for their blogs. I suppose they feel that, given the success I’ve made of steveheimoff.com, I know a thing or two! (And so do they. Remember “A Really Goode Job“? That made social media history.)
If, as Fortune Magazine reports, “70% of Fortune 500 CEOs aren’t using social media,” that’s pretty shocking to me: they should be. But you have to ask yourself why they’re not; after all, these are not stupid men and women. It may be that these CEOs have determined that all the commotion about social media is overblown. On the other hand, they may actually be missing the bus—so overwhelmed by their own sense of genius that they think social media is a ridiculous hobby for only the “little people” who have too much time on their hands. Or—a third possibility—maybe they feel they can just hire employees to do the social media thing, and they don’t have to do it themselves.
It would be nice to have a time machine and see how all this shakes out by, say, 2025. In all my life, I’ve never seen a societal trend whose future, with all its consequences, is as hard to predict, as that of social media. Sometimes when I fantasize about it, all I can think of is humans getting hard-wired with computer chips in our brains, connected all the time to the Matrix.
When I began writing about wine in the 1980s the “celebrity winemaker” had not yet been invented. I use this verb “invented” deliberately, in the sense that it was the media that came up with the concept that the guiding hand behind a great wine or, more accurately, a series of great wines must be a “genius” winemaker, the way Thomas Edison or Steve Jobs was a genius in his field.
It’s odd, because for hundreds of years the world had enjoyed great wine (Bordeaux, Burgundy) whose winemakers were unknown. Credit had used to be given to the winery and/or the terroir. Suddenly, by the 1990s, writers were proclaiming this or that winemaker as “stars” and, the ultimate accolade, “superstars,” almost as though the vineyard and its terroir were irrelevant.
Tom Wark recently opined intelligently on this topic, and included a list of superstar winemakers, from olden times to today, whose names make them as famous (in our little world of wine) as rock stars or movie stars. His theory is that this celebration of the winemaker continues today because “[W]e live in an age of self promotion and elevated promotional opportunities,” which surely is the truth; and, given this current zeitgeist, the media loves nothing more than to elevate someone to the pantheon of “star.” And, after all, a magazine can give a big award to a living winemaker and bask therefore in her glory!
I’ll just add to Tom’s trenchant analysis that I think today people want more of a personal connection with the winery and winemaker. They didn’t used to: Lafite and Latour became famous despite no one knowing anything about who made them. Even here in the U.S. a wine like Beaulieu Private Reserve was famous before many people had heard of André Tchelistcheff. But the advent of the modern media and the Internet in particular has given people the ability to know more about their wines and other things, and they want to know everything about these celebrated vintners behind the brands. Call it the People-magazinization of the industry.
I would think this phenomenon creates some difficulties for shier winemakers who don’t really enjoy all the fuss of public appearances and endless schmoozing with adoring fans. They may find that their reticence has economic consequences. Nowadays it’s so important for vintners to hit the road for winemaker dinners and tastings with important clients, such as sommeliers, merchants, writers and even distributors. These people are called “gatekeepers” or “tastemakers,” for it is they who decide what is sold (on wine lists and store shelves) and what isn’t. This gets us into the intricacies and difficulties of the distribution system, which is so infamously replete with problems; gets us, also, treacherously near to that Holy Grail of the modern wine industry, direct-to-consumer purchasing, through wine clubs and the like. DTC may indeed be the solution for the small winery that finds it difficult to get picked up by the large distributors, but DTC is not the end-all and be-all of sales: winemakers still have to get their faces out there, whether via You Tube, the winery’s blog or what have you.
Once upon a time (I’ll revert back to old Harry Waugh), the gatekeepers traveled to the wineries. These days there are simply too many wineries for gatekeepers to go to, even such well-traveled ones as Jancis Robinson; they can visit only the smallest proportion of properties in any given appellation. So, in an version of the old saw, “If the mountain won’t come to Mohammed then Mohammed must go to the mountain” (attributed to the 17th century statesman and essayist, Francis Bacon), today’s winemakers must go to the tastemakers and show them what they’ve got. This assumes that the tastemakers themselves are fair and honest. The worst thing a tastemaker can do is to be biased, either for a winery they’re impressed by, or against one they assume cannot be top tier. You’d think it was hardly possible for someone in the powerful and sensitive position of being a tastemaker to be biased, but guess what? There is bias out there, ranging from overt to subtle–and sometimes the tastemakers themselves don’t even see the beam in their own eye (Matthew 7:1). If I were writing a Consumer’s Bill of Rights with respect to tastemakers, especially critics, I’d insist that all tasting resulting in a review be conducted under formal blind tasting protocols–or, absent that, that disclaimers be published alongside the reviews!
Now that I am a recovering wine critic, and one moreover who used to employ the 100-point system, I am perhaps in a unique position to talk about it, with all its pluses and minuses.
I have written time and again that the awarding of a point score is nothing more nor less than my impression of a particular wine at a particular moment of time. Tom Wark, at his Fermentation wine blog, puts this more clearly: a wine score is simply a way of “communicating the momentary impact of a wine on a critic’s mind.” It has always seemed to me that the public understands this (which is the important thing), while a stubborn cadre of writers/critics/bloggers does not. Tom’s analogy with “a ranking of the top 10 Second Basemen” in the history of baseball is perfectly apt, as would be a comparison of wine scores with, say, the Top Ten Movies of All Time–clearly not a scientific measure of precision, but someone’s personal take on film. And to accuse such a listing of being non-scientific is neither to detract from its usefulness nor to make perusing it any less pleasurable.
The 100-point system was not difficult for me to embrace because long before I got my job as California critic for Wine Enthusiast, I had subscribed to Wine Spectator (and worked there for a few years), and so had gotten used to a numerical rating system of 100 points (which, as I always remind people, is not really 100 points, because the different periodicals have different bases below which they don’t go. For example, at Wine Enthusiast it’s 80 points, so theirs is really a 20-point system. I don’t know how low Wine Spectator goes. I’ve heard of scores in the 60s, so theirs would be a 35-point system or thereabouts. Even the blogger Joe Roberts, who goes by 1WineDude, some time ago went to a A-B-C-D-F rating system that includes minuses and pluses, so it’s really a 13-point system (if I’m counting correctly). It’s clear that consumers want (or, at least, critics think they want) some immediate way of appraising the wine, aside and apart from the verbiage; and these various numerical schemes give them just that.
We all know that Robert Parker is justly famous for “inventing” the 100-point system, but in fact he was hardly the first to use point scores. Harry Waugh, whom I’ve been referring to frequently over the last week because I’m re-reading his delightful books, used a 20-point (although sometimes it was only a 10-point) system, but he may have been the first to use the word “plus,” which is a sort of half-point; for example, in a tasting of 1971 Médocs, he scored Haut-Batailley at “17 plus/20.” Why he didn’t score it simply 17 or 18 is beyond me, but in this case we have to infer that his wasn’t actually a 20-point system, but rather a 30-point system (since, if Haut-Batailley could fall inbetween whole numbers, then so in theory could any other wine). I never heard anyone criticize Harry Waugh for assigning meaningless numbers to an essentially subjective, aesthetic experience, but then, Harry had the good fortune to live and write in an era of civility, which is not always the case today.
I won’t miss working with the 100-point system, not at all, although I suspect there always will be a part of me that mentally assigns a number to every wine I taste, even though I’ll mostly keep that to myself. I’ve nothing against just enjoying a glass of wine, providing, of course, it’s a good wine; but I do like putting the wine into the context of all the other wines I’ve had the opportunity to taste in my lifetime. How much more enjoyable it is to be able to single out a wine for special praise than merely liking it, as one has liked thousands of other wines. That’s part of the love of wine, too: having your mind blown. A wine that blows my mind is one that scores in the high 90s, maybe even a perfect 100 points.
I suppose that as time passes I may have some other thoughts about wine scoring but for now, my thinking hasn’t changed from before-Jackson Family to afterward. I still think that wine critics are needed in order to help the general public wade through the tsunami of wine that washes over us every day. I still think that not all critics are equal: Some are more credible than others, and just because someone has the right and technical ability to get their views out there on the Web doesn’t make those views worthwhile. I still think the 100-point system is a pretty good one, at least as good as any other number- or letter-based system, and possibly better since it’s more nuanced. I still think the job or career of wine writing is a noble one whose antecedents stretch proudly back into time. I still think wine is God’s gift to humankind, although a properly-timed vodka martini is not to be dismissed! And I remain grateful that this country has gone from one of woeful ignorance about fine wine when I started out, to a wine savvy nation where quality is the highest it’s ever been.
We’ve done a lot of talking over the years, in this blog and throughout the social media sphere, on the topic of careers. The main question–given the rapid influx of wine bloggers–has been how to monetize those blogs. We’ve heard from “experts” of every stripe about SEO and ROI and all that, but the issue never really was resolved. I mean, nobody yet knows how to “monetize” a blog, do they?
And yet it seems to me that, with the benefit of hindsight, we now can see that this question wasn’t the right one to be asking. The right, and bigger, one was, how are the careers of wine critics evolving in the second decade of the third millennium?
To answer it, we need to understand a little history. To have “a career as a wine critic” made no sense at all until sometime in the 1970s and 1980s, when America finally became enough of a wine-drinking country to warrant the emergence of a cognoscenti who had the time and intellectual curiosity to study wine and then present themselves as arbiters of taste to the multitude of consumers who suddenly found themselves overwhelmed by excessive choice.
(I’m talking about here in America. In Britain, you could always go to work for an auction house, the way Michael Broadbent and Harry Waugh did.)
There may have been a handful of critics who actually made a living writing about wine before the late 1970s, but it was primarily limited to reporters in big cities, like New York and Los Angeles. And even then, these reporters weren’t allowed to write exclusively about wine. When Frank Prial was given the “Wine Talk” column at the New York Times, in 1972, he was still expected to–and did–cover the news. There simply wasn’t enough demand for a full-time wine reporter back in those days.
The Golden Age, as it were, of wine writing as a career really began in the mid-1980s, when Wine Spectator was picking up steam and Parker had launched The Wine Advocate. Tens of thousands of newby wine lovers, overwhelmingly Baby Boomers, subscribed, making Parker and Mr. Shanken wealthy men. Other entrepreneurial types, including my former employer at Wine Enthusiast, took note, and launched their own publications; meanwhile, more and more big city newspapers started up wine columns. With all those pages to fill up with content, a hiring spree began, and more and more people, including me, found themselves paid (albeit not much) to write about wine.
This Golden Age probably reached its peak some time ago. Early-warning signs were the Los Angeles Times’ cessation of having a full-time wine writer, the recent decision of the San Francisco Chronicle to scale back its wine and food section, and the tendency at wine magazines to hire independent freelancers to write for them, instead of full-time writers (thus, without healthcare and pension benefits). Making a decent living writing about wine became harder and harder as the 21st century dawned.
We come now to two recent developments that may shed added light on the situation. First has been my own transition, which most of you are aware of. Then came yesterday’s stunning announcement that Wilfred Wong, the longtime Cellarmaster at Bevmo!, has left that company to be “Chief Storyteller” for wine.com.
I’m told that, when the press release announcing my own job switch went out, lots of jaws dropped. Mine didn’t, of course–but it certainly did when I read the news about Wilfred. It immediately started me thinking, what does this mean?
That meaning is inherent in cultural phenomena, no matter how obscure, has been observed by semioticians, including Umberto Eco. Marshall McLuhan and Roland Barthes. For example, we can see, in the movies about invasions by space aliens that thrilled American kids in the 1950s (think “Invasion of the Body Snatchers” and “The Day the Earth Stood Still”), direct reflections of the paranoia and xenophobia Americans felt at that early stage of the frightening Cold War between the U.S. and the Soviet Union, both armed to the teeth with thermonuclear weapons. The interpretation of such films on a meta-level actually reached the point where some observers perceived analogies between “The Day the Earth Stood Still” and the New Testament.
I similarly see meaning in what has happened with Wilfred and me in the last two weeks, although since we have not yet had the benefit of hindsight, it’s more difficult to parse out its precise parameters. But this much is clear: the wine industry, for the first time ever, seems to be expanding into newer areas in which wine writers are seen, by employers, to possess skills far in excess of “mere” wine writing and reviewing. Over the course of decades of work, a wine writer necessarily is plunged into the complexities of marketing, public relations, brand building, tier construction, image making, understanding consumer behavior, social media, labels, closures, and analyzing such things as why certain new brands soar to stardom while others don’t, why some star brands become eclipsed over time, how an eclipsed brand can re-establish itself (or not), and how a brand that’s doing well can remain relevant in the face of increasing competition, both domestically and from abroad.
These are broad and sophisticated skills. It’s not that a wine writer sets out to study them; it’s that he or she necessarily absorbs them during the course of performing one’s job.
Both Wilfred and I have been doing this for many, many years. In fact, during a conversation I had the other day with a friend, I found myself telling him (to my own surprise) that I feel like I’ve acquired the equivalent of a pH.D. or three, in all the areas I described above. It seems clear that my acquisition by Jackson Family Wines, and Wilfred’s by wine.com, both occurred, at least in part but to a great degree, because those companies appreciated that we have become generalists with a wide degree of knowledge of how this industry works–whereas an employee hired out of business school with an MBA or a degree in marketing or communications lives in a sort of bubble, where the horizon is limited by the contours of her own speciality.
What is the take-home lesson now that writers are being respected for having hard-to-define, but unmistakable, talents, beyond writing and good palates? To me, it’s that the wine industry has entered a new era of sophistication, more akin to industries like high tech and entertainment than to old-fashioned ones, like the wine industry used to be. The 1980s and 1990s may have been a Golden Age for wine writers, but it was (we can see on reflection) a time of some stagnation for the industry at large, which sat by as other industries understood the importance of global communications in the global village. The wine industry, by contrast, was content to depend on an older model that was dissolving right before its uncomprehending eyes.
I don’t know exactly what Wilfred’s duties will be–chances are his new job, like mine, will evolve. But what his title, Chief Storyteller, implies is that wine.com sees him as a generalist-expert, with a solid understanding of the industry in all its aspects, and the ability to connect with people through the written and spoken word. I don’t have a complete handle on what this means, but it surely means something.
It is altogether fitting and proper (as Abraham Lincoln said in another context, in the Gettysburg Address) that the last wine review I shall ever write for Wine Enthusiast should have been for a Williams Selyem wine.
It was the 2012 Papera Zinfandel, which I reviewed on Monday. I did not deliberately hold it for the very last. But I did have a thought somewhere in the back of my mind that the culmination of more than twenty years of reviewing should be a special wine.
Had I had an unreviewed sparkling wine of quality, I certainly might have considered it; but I didn’t. Nor was there a proper Cabernet Sauvignon or Pinot Noir. That left the Wiliams Selyem Zin, and what a wine it was. Bob Cabral has had a particularly successful series of vintages with that Russian River Valley bottling; the 2012 was one of his best.
But it wasn’t merely the quality of that Zin that made it a fitting toast to a celebrated departure. It was my admiration for Williams Selyem itself, and for Bob. I don’t have the longest experience of him among wine writers: others knew him, and enjoyed tasting the wines of Williams Selyem, long before I. We met around 2001, if I recall correctly, when I was writing A Wine Journey along the Russian River, in which he looms large. I remember with particular fondness sitting with him, in his cluttered little office at the old winery, on Westside Road, as he assembled the first-ever vintage of Neighbors, the blend of vineyards the winery sources from the Middle Reach of the Russian River. I felt privileged then to be asked for my opinion. I doubt that Bob seriously took anything I said into account for the actual blend, but it was terribly kind, and flattering for him to go through the motions.
A few of us tried the other day to estimate how many wines I’ve reviewed over the years. I honestly don’t know. Probably in excess of 60,000, possibly far greater than that. I don’t think Wine Enthusiast’s database, in its current incarnation, goes back that far. Of course, if you throw in all the wines I’ve tasted unofficially, the number has got to be around 100,000. And yet here I am, still standing, in good health, not alcoholic. Perhaps all that reseveratrol will yet come in handy.
People ask me how I feel, leaving the magazine for my new gig. The thoughts and emotions, as you might expect, are complex, but two stand out: one, that after 25 years as a wine writer (and always a freelancer; I was never a real employee), it was time for a change. And two, that my new job, at Jackson Family Wines, is a big one that requires a lot from me, and I take it all with a sober sense of responsibility. Aren’t you excited? people want to know. I tell them that excitement isn’t the word I’d use. I’m excited when I get to go to a Giants game, with great seats and Lincecum pitching. I’m excited when, after some time on the road, I come home to see Gus again. (And Gus is always excited to see me!) But “excited” doesn’t seem to have the proper gravitas for this occasion.
What will I remember most about being a wine critic? For sure, the kindness, respect and friendliness people in all walks of the industry have shown me over the years. I always felt the need to keep a kind of reserve; while I’m by nature affectionate, I thought that my position mandated a certain distance. I did not want to get too close to people whose wines I might have to give bad scores to. This business of how close to get to winemakers whose wines you’re reviewing must be on the mind of every critic. But it is no longer something I need worry about.
I think also of the wonderful opportunities I’ve had to explore every nook and cranny of our beautiful state of California and its wine regions. I’ve written before that I never saw a wine region I didn’t fall in love with, from the austere Santa Maria Valley to the bucolic glories of West Dry Creek Road, from the sheer drama of Highway 29, with its parade of famous wineries, to the curvaceous hills of Happy Canyon and the insanely wild mountains of Fort Ross-Seaview. To have experienced all this, often under the tutelage of local winemakers who taught me about the terroir (occasionally from a helicoper), has been undiluted joy.
And then there were the wines themselves. Not too many 100 pointers. Wine Enthusiast took a position, with which I largely agreed, not to be too profligate in handing out the ultimate accolade. Certainly, we can debate whether or not a 98 point wine might “really” have been worth 100 points (or vice versa), but that would be a waste of time, the point being that I’ve had more great wines than anyone can reasonably expect to have in a lifetime. Yet, somehow, that never spoiled me. Before I was a wine critic I drank Bob Red and White, or Gallo Sauvignon Blanc in 1.5s, or inexpensive Chianti, Médoc, Côtes du Rhône or anything else I could afford: and I was a happy man. The splendor of wine, it seems to me, lies in the beverage itself, its profoundly tongue-loosening and restorative qualities and affinities for food, and not in the web of fantasy we weave around it, in our imaginations.
Anyhow, I called this posting an “epitaph.” It is that, for my wine reviewing career, but it’s also a birth, for my new one. L’chaim!