In the 1980’s and 1990’s there were a lot of interesting companies producing interesting bits and pieces related to the world of computing, and a lot people were interested in hearing about them. By about 2000, computers had become commodities, as expected. There are obviously far fewer manufactures, and their products tend to be pretty much the same. They’re mostly bought by people as tools, and most computer users wouldn’t recognise a bus controller even if it ran them over.
Not only have I stopped reviewing computer parts, I’ve stopped reading such reviews. Until now. Right now I want to read a review of current colour laser printers. Why? I want to buy one, of course, and I don’t know which one to pick.
You see, unlike PCs, it does matter which printer you choose because you want to produce the best possible output. This is something that can be tested objectively and subjectively by an independent human; you won’t be able to decide it by looking at the competing specifications. And speaking of specifications, they’re probably not going to be entirely honest when it comes to other metrics, so there’s not substitute for some standard test prints and a stopwatch.
I rang a friend from the Golden Age who should have known, and asked where the reviews were to be found now that Personal Computer World had folded. I was shocked at what I learned. Apparently the decline of the computer press is far worse than I feared. Not only has PCW disappeared, but PC Magazine is no more (in Europe) and the remainder are fading away. There’s no advertising revenue. And it’s all my fault! Yes – I haven’t even bought a computer mag in years. How could I have bought anything through reading adverts? Or reviews?
But reviews are essential. Without them, how can anyone decide what’s good and what’s not? Where are the reviews? If anyone can tell me, then please do.
I was directed towards cnet – founded by some ex-VNU types, apparently. Also, to my surprise, Trusted Reviews They do know a bit about what they’re reviewing, but I suspect, having read some of them, that there aren’t many big guns on the staff to provide context. In fact I do wonder about there being much in the way of staff at all. Staff cost money and there’s precious little of that around for journalism. And no, there were no comparative reviews of current printers to be found.
Other on-line reviews are written by users. There’s always danger they’ve been written by idiots, but either way, they’re necessarily ill-informed. If I were to review a printer now, I’d be ill-informed too. I’d need to have seen most of the printers out there in order to appreciate the good and bad points relating the the review’s subject, and that’s not going to be the case with a user.
User reviews are either full of praise or damming. Most people spending their hard-earned money on something are hardly likely to say they made the wrong choice. They’ll believe they’ve bought something good – if not they wouldn’t have handed over the dosh in the first place. They start off biased. Only if the item fails to deliver will they refrain from gushing praise in it’s direction. Instead, they’ll utterly condemn it, being furious with the supplier and manufacturer for having conned them.
So given that professional reviews are still needed, what’s the business model going forward?