My publisher, Jerry Del Colliano, is going to hate me for this Blog. Actually, part of me hates me for this Blog, but truth must be told, “high-end” audio manufacturers are advertising in all the wrong places.
What? But audio enthusiast publications such as The Absolute Sound and Stereophile are full of “high-end audio” ads. And that, right there, is the problem. Selling the same stuff to the same people over and over again is a sure-fire recipe for failure, and advertising in audio publications is exactly that. What high-end audio manufacturers should be doing is advertising where the new customers are.
I subscribe to the Wall Street Journal. Once a month WSJ sends me, gratis, a slick publication called “WSJ Magazine.” It’s full of the kind of articles designed to appeal to the uber-rich and those who strive to the lifestyles of the Uber-rich. Advertisers include Rolex, Cartier, Girgio Armani, Bulgari, Longines, Chanel, Bottega Veneta, Doulgas Ellman, Bellagio – Las Vegas, Jet Suite, California Closets, Trump Hotel, Bell & Ross, Breguet, and even Ford, but not one audio company ad is to be found. Why is that?
WSJ Magazine is fertile virgin ground for luxury audio lines such as YG, Magico, Wilson, Levinson, Krell, Burmester, B&W, et al, but no one, not even Bose, is stepping up to the plate, even though they would be right where a luxury brand SHOULD be – in front of folks who can actually afford to buy their products and are in a position to influence others to buy their products.
I suspect the reason that no audio manufacturers have stepped up to the plate is due to WSJ’s rate card, which is as high-end as their customer base. But, if you want to be a true luxury line, these are the dues you’ve got to pay.
So, my question to high end manufacturers is simple, “Do you have the financial balls to be a real high end player?”
I’ll be watching, and reading WSJ Magazine to find out…