Hi Fi Mags

Hi Fi Magazines are a tricky subject for me.

As a manufacturer we obviously need to have good reviews in them, and we have to hope that as many people as possible will read about us.

However I don't read them much because I discovered many years ago that they're as addictive as drugs: They seem to plant a feeling of dissatisfaction in people's minds, always suggesting that there is better to be had. However, my findings from my own experience and through talking with many other people, is that there is little better to be had, so why do they infer there is? Sales of course. Magazines don't sell if they become "stale" and suggesting things are getting better all the time makes it look like they contain fresh content. True, there are always new flashy photographs and catchy write-ups, but to me, there hasn't been any real progress in high fidelity. I think my problem in understanding hi-fi magazines is that I'd believed that hi-fi was an abbreviation of the words high fidelity, but it seems in most cases I was wrong. So am I trashing hi-fi magazines? No, for the reason I set out above. My advice to the reader is to read between the lines, and cross reference anything you're serious about, for example; when considering a new piece of kit. I'm sure many have missed out on the sound we do because they stumbled on a not so hot review, whereas they'd have probably decided different by reading numerous other reviews. But that means buying several hi-fi mags on a regular basis, with the danger of becoming addicted again.

The press has often been likened to a double-edged sword. On that score they now have strong competition: The Internet. In both cases the wise reader has the better chance of success.