I’ve been wanting to write this piece for some time; not as a whinge or bitch, but as a factual record for what is happening for those that are not aware. It’s in the hope that it may make people understand the current state of the industry we are in, as I am sure many do not even have an inkling of how it all works.
Like many, whether it be a major metro newspaper, a big magazine with a circulation in the hundreds of thousands or other similar publications in niche industries, when I started the original Australasian Camcorder in 2007 (see the full background here), it was based on a sound financial model of subscribers and advertisers.
In other words, like everyone else at the time, we expected readers to pay for the work that created the words and pictures on the pages, and advertisers to support the time we spent doing the reviews, case studies on their clients and tutorials for their customers.
And it worked out quite well. There was enough to go around to pay reviewers, printers, distribution people including couriers, newsagents and Australia Post, and a bit left over to live on.
Then it all changed. Readers decided they didn’t want to pay to read things, as the internet, to all intents and purposes made it free from other sources. So, circulation dried up, which meant advertisers thought they were not justified spending money reaching a smaller market so pulled their dollars, and hence the printed version died.
Just to print the last edition of Australian Camcorder cost $28,000! Add to that distribution and reviewers payments, and it was a tidy sum of money.
We all pivoted to websites and blogs, but the damage was done. Everyone expected everything for free.
And that is where we sit right now. Not just me, but many like me.
In the past, in the print version, companies such as Sony, Panasonic, Canon, RØDE, ProDAD, Miller, Final Draft, Sonic Foundry, Sennheiser and Blackmagic Design would advertise in the original magazine to make sure we could cover their products and get that information out to readers – their ultimate customers.
Today, Creative Content / Australian Videocamera is extremely grateful that the latter two, Sennheiser and Blackmagic Design continue with that support. But that is it. Not one other has given me a cent for between 3 and 7 years.
But of course, we keep reviewing and creating tutorials and letting you know via their press releases and online press conferences etc what these companies are doing. Effectively we are their PR people who actually TALK to the customers.
There is the occasional special deal done on a one-off basis, and sometimes there is a “contra” situation in place, but certainly no ongoing revenue that anyone in their right mind would start a business on. Examples include DJI, Global Drone Solutions, Kayell and Verbatim. But they are few and far between.
But I keep going because I genuinely enjoy doing what I do. New technology fascinates me and I love learning about it, and that is the trade off as I am lucky enough to be able to do this – although I will not deny it does irk me that in effect, I am giving away MY time and resources for free, to effectively promote other company’s goods and services that in another time would have cost them.
The irony is that I now have MORE readers than I did when I was print only! Work THAT out!
One downside is that I cannot afford to pay experienced freelancers to critically review products that are outside my expertise (and time constraints). Long time subscribers will I hope fondly remember the reviews and stories from people such as Steve Turner, John Westwood, Douglas Spotted Eagle and others.
Dr David Smith still chips in from time to time with his extremely well researched stories on gear he is well versed with of course, and his stories are some of the most widely read on the website. Do a search of the website for his stories using the search bar at the top of this page. He is a great read!
The next irony of all this, is that the AI companies which started out giving their stuff away, now need to charge to recoup their investments! And they are making gazillions!
One side of me says I am at least a little grateful for the research tools they offer, but the creative side of me says I hope they collapse and die, as they are simply stifling what I, and others have honed our skills over for years for, and in some cases decades, to bring critical and factual information on goods and services to our readers.
Whinge over!
And no, I am not going anywhere by the way (apart from a week’s holiday at the end of the month to hopefully rest these damn eyes after the ops and get them properly healed).
I just wanted to – yes vent – a little to let you see how the land lies and so you understand on this side of the keyboard and screen, it is not all beer sand skittles. Or dollars. If I thought for a moment charging a subscription per month or year would work and cover costs I would. But I am a realist and am pretty sure that model is almost dead and gone.
So, I just continue as I am. Maybe some vendors will open up their wallets and see our true vale to them? I live in hope.
And I think I also speak for some of my colleagues in the industry such as Leigh at Pickr, Alex at ART and Nick Ross at High Performance Laptops among numerous others.
In closing, I do thank everyone who does support me, whether it by simply reading what is put on the website, adding comments, downloading the GoPro or Drone e-mags, subscribing to my YouTube channel with its reviews, tutorials, news and comments, the podcast and vodcast and of course the small number that does subscribe on a monthly basis.
I also value all the repartee that occurs in the various Facebook groups I am allowed to post information too as I am not seen to sell anything, but instead appreciated as a valuable source of info from vendors that otherwise they – the actual potential customers – would never see.
And of course, to Sennheiser and Blackmagic for their continued support, and DJI for its semi-sponsorship.
But for any vendors reading, to reiterate, when I was in print and you spent good money, I now have MORE readers than I did when I was print only!
Now onto the next story.
I have it on very good authority that GoPro, which has not spoken to me for over 9 months, might be about to spill the bans on their next models due to be released at NAB in a few weeks time…
Thanks again everyone. Keep safe and well in these troubled times.
David Hague
Publisher / Managing Editor
PS: Feel free to comment at the bottom of this page publicly, or privately to me via david@creativecontent.au