Brian Fuller's blog on the media, marketing and content creation

Back to the future at EE Times

Posted on | September 18, 2008 | No Comments

Richard Wallace, perhaps the most senior remaining editor in the electronics press today, is resuming the helm at EE Times. Wallace is taking the editor-in-chief’s post back in the wake of moves in June that saw Junko Yoshida relinquishing her role in the big seat to focus on international coverage.
Wallace hasn’t commented on the move publicly, and I haven’t seen a press release yet. Word on the street is Wallace’s responsibility will include both EE Times and TechOnline, which are being merged under a single EE Times brand. Frankly, this is long overdue and has been much debated internally since the acquisition of TOL many years ago. In the eyes of the marketing community, the brand has always been EE Times–whether it was during the attempt at building the EDTN Network in the 1990s or with TechOnLine. Building new brands in the electronics space is just tough.
So is it all just more of the same? Not really. “New blood” in an old industry isn’t necessarily the answer. And “Old blood” isn’t necessarily bad either, particularly given years of insights and relationship building. It’s a different industry than it was 15 or 30 years ago. New, nimble publications are emerging (Kevin Morris’ FPGA Journal and John Blyler’s ChipDesign to name two). But there’s still a role for the Big Dog.
Wallace, when properly motivated (or ticked off!), can be a fiery leader. His job now is to lead not only Times/TOL but to assume a voice for the industry, an industry that’s having a hard time finding its way and its own voice in different times.

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No Responses to “Back to the future at EE Times”

  1. mclarke15
    September 18th, 2008 @ 9:24 am

    The brand has always been EE Times… though, sadly, it looks little like the newsmagazine it purports to be… maybe I’ll drive a couple of copies of Newsweek over to Manhasset this afternoon…

    … and Rich needs to channel a whole lot of Frank Burge… in a hurry.

  2. Abbie Kendall
    September 18th, 2008 @ 10:58 am

    Thanks for the good news, Brian.

    I am really pleased to see Rich Wallace leading EE Times. We know him, we like him, and we trust him to manage the valuable EET brand and products.

    Companies that make strategic marketing investments during a recession earn big returns: greater market share, higher revenues, and higher brand value.

    Smart B2B companies serving the electronics industry–and there are a few–will step up their marketing investments now while their competitors cower. Smart companies will invest in EET and its products to reach their prospects and generate leads.

    Those who doubt the wisdom of investing in marketing during a recession can refer to some of the 150 articles in the HBR archives on managing a business during tough economic times:;jsessionid=LDNQQPB33PXBOAKRGWCB5VQBKE0YOISW?Ntt=recessions&searchCategory=hbr&N=0&hbr=%2Fhbrol%2Fen%2Fsearch%2FsaSearchResults.jhtml&hbo=%2Fb01%2Fen%2Fsearch%2FsearchResults.jhtml&referer=&Ntk=hbrsa&Ntx=mode%2Bmatchallpartial

  3. Richard Wallace
    September 18th, 2008 @ 11:30 am

    Thanks Brian, and thanks GG readers for the warm and encouraging feedback. Actually Marty Gold could pull rank on me any day. He was at Electronic News a full 10 years before I showed up on 12th Street in NYC in 1976 to write about oscilloscopes..Nonetheless, I am back at the helm and would like to elaborate a bit on Brian’s comments and the changes here at TechInsights. As indicated in today’s announcement the reporting structure for editorial –across all of TechInsights—has shifted from the business management side to me as Vice President/Editor-in-Chief of TechInsights. I am still a senior member of the TechInsights management team, and I will be working with all of our business managers –and all of our senior editors—on the next phase of editorial and business integration across our print and online properties. As Junko and everyone on my team will tell you, EE Times is way, way more than Silicon’ Valley’s most widely read and respected newsweekly. EE Times is a global news and technical information franchise with numerous international print and online editions and a far-flung staff of over 50 global contributors. Print is and will remain a bed-rock, center of the EE Times franchise, but with about 1,000,000 world-wide readers online, and its online derivatives is a bigger, broader and deeper part of the franchise. What will happen going forward is that my team and I we will continue to improve both the print and online components of the TechInsights franchise, with an increasing emphasis on strengthening as the industry’s premier destination for engineering content. This is what our readers and our customers want and expect in today’s complex and changing media world. EE Times will bark louder and bite harder and this will happen by focusing more and more of our editorial and content resources – under my direction— online –not just for news but across our entire information and education franchise in the technical information and education segments of the market. It’s an honor and a pleasure to be back leading the electronic industry’s’ best and brightest content team –and to be working more closely with pros like you and Abbie Kendall and the industry’s communications and PR community.

  4. Anonymous
    December 23rd, 2008 @ 8:52 pm

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