Will a Full Page Ad Guarantee a Review?

While reviewing and advertising are handled by different groups, the editor, who has to answer to the big shots of the conglomerates that they report to knows all about both, or else he's not there for long.

The conglomerates that bought these rags did so for one reason - to make money. If the mags don't make money the editor is quickly replaced.

What do advertisers want? They want positive exposure, either in reviews or editorials (think Stereophile and Musical Fidelity).

To think that a mag is going to work hard for the benefit of a non-advertiser is bsurd. The more pages, the harder they'll work for you - or the more inclined they'll be to cut you a break, like not print a marginal review.

Look, this is pretty simple guys - you know, take care of those who take care of you.

Anyone who believes it's all benevolence and one-hand-not-knowing-what-the-other-is-doing between advertising and reviewing needs a serious reality check. Ask any editor of any specialty mag.

The advertising sales person comes to your office.
They want to sell space in the magazine.
Deals get made.

I have had several of my products reviewed and published, even though I have not bought an ad in any of the magazines, nor did I ever ask anyone to review my products (nobody asked me to buy an ad, either). Reviewers have purchased products from Herbie's Audio Lab just like anyone else would and written reviews. Haven't had reviews in "Stereophile" or other big print mags, (have had reviews in Bound for Sound, Positive Feedback Online, The Absolute Sound, 6 Moons, and other online mags like TNT Audio).

So, based on my experience, I would have to say that many of the reviewers are just semi-pro writers who love to write about their audiophile hobby, and publishers are willing to pay an appropriate fee for the material (just like any other print media).

Of course, many reviews are done with equipment on loan from the manufacturer, and this is to be expected with bigger-ticket items. I suppose this is primarily arranged between a manufacturer and reviewer, sometimes with involvement of the publisher. I also suppose that a manufacturer might advertise with a magazine that published a favorable review, as a matter of gratitude, and also to sell more of his product.

Likewise, it seems a publisher would have a keener interest in someone's products who advertises with the magazine, and might be more inclined to grant review space. A product that is new and unique and interesting would perhaps merit a review.

I can't speak for the whole industry and I'm sure there is plenty of hanky-panky, but I believe a good part of the audio review industry is on the level.

Warm regards to all,

Steve Herbelin
Herbie's Audio Lab