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

More downsizing from EE Times, TechInsights

Posted on | November 19, 2008 | No Comments

A quick post because I don’t have all the dope, have been away from the laptop all day and won’t have complete details until later in the week. At EE Times and TechInsights, this week, Loring Wirbel announced his own layoff, and Lou Covey is reporting Richard Wallace was as well.
In addition, the sales side was not spared, but details aren’t available right now.
Tonight, the industry will celebrate itself at the annual SIA dinner in San Jose. Comedian Frank Caliendo is the entertainment. The organization has a grim outlook for its business, down 5.6 percent next year. I can’t remember a time the SIA forecast a year that terrible. Usually it will fess up to a terrible year halfway through, but a grim outlook like that is rare. Fortunately, Caliendo comes after the forecast tonight, and the booze is usually free.
So that’s the context about why the world around TechInsights, Reed and Hearst, etc. is melting down.
Print is dead, but that’s not the story really. The story is that influencers in the media are being disaggregated regardless of print or online. The content that works for marketers in this space today is direct-response, lead-generation stuff. It’s a model TechInsights is embracing, Hearst and Reed too (if you were running those businesses, you’d do the same).
But meanwhile, the compelling conversations that journalists have led for two generations about the future of technology are silenced while the jugglers and fire-eaters strut on to the cacophony of the calliope.
I’m hoping someone will tell me I’m wrong.

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No Responses to “More downsizing from EE Times, TechInsights”

  1. mclarke15
    November 19th, 2008 @ 7:39 pm

    you are… but the emotions of longtime colleagues being dislocated (which isn’t the same as silenced) are too strong for you to have this discussion now. everyone needs to just feel what they’re feeling for a while.

  2. Anonymous
    November 19th, 2008 @ 10:33 pm

    You nailed it this time Brian. After 50 years the electronics industry has decided that direct marketing in the form of the Internet, emails, custom-published print, and company-centric events is a more cost effective way of reaching prospects than trade magazines. They have voted with dollars, Euro, Yen, and RMB. One minor correction. Print is dead. It just hasn’t stopped twitching.

  3. Lou Covey
    November 19th, 2008 @ 11:57 pm

    I think the real problem is that the audience for B2B journalism has changed. It’s no longer the engineer. Now it’s the people with the money that fuels innovation. Engineers have no idea how to talk to the money guys. All they can tell them is what they want them to invest in, not why they should. The money guys have relied on the press and analyst core to provide the why, but they aren’t doing that anymore. And until someone figures out how to get that information to that audience, the entire start-up sector is in deep trouble.
    If you don’t believer that, read Dylan’s and Rick’s stories this week on the trouble semi starts are having raising VC money.

  4. Jeff
    November 21st, 2008 @ 6:46 pm

    Good post, BF.

    On the IT side, apparently IDG ad sales folks are selling for IT blogs. Blogged here:

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