Jan
4

Beginning of a New Year and the End of an Era

Michael Wangbickler on January 4th, 2010

How’s it goin’, eh? I’m just back from the Great White North. Okay, maybe I wasn’t THAT far north, but I was close. As is our usual tradition, my family and I strapped on our snowshoes and traveled to our homeland of Michigan for the holidays. The year 2009 kind of ended on a crazy note, with a noticeable upsurge in activity and interest in communications services. This bodes very well for the new year, and I’m looking forward to a prosperous 2010.

Dorothy Gaiter and John Brecher

Dorothy Gaiter and John Brecher

It wasn’t a happy new year for everyone, however. Anyone who has read this blog regularly will be aware of the changing landscape of wine communications. Over the past few years, many wine critics and journalists have seen their columns cut-down or canceled altogether. Some fairly major wine writers have found themselves looking for new jobs. So, I suppose I shouldn’t be surprised with the news that the venerable Dorothy Gaiter and John Brecher will no longer be writing their Tastings column for the Wall Street Journal. In a footnote on their December 26th column, they announced that “This is our 579th—and last—”Tastings” column. The past 12 years—a full case!—have been a joy, not because of the wine but because we had an opportunity to meet so many of you, both in person and virtually. Thank you.” Truthfully, I am shocked. Dorothy and John were an institution. Pillars of wine writing virtue. They stood apart from most others by keeping to a strict code of how they acquired and reviewed wines. No media samples and no winemaker meetings. They bought everything from local stores, and kept everything on a no-nonsense level of fun and enjoyment. In this way they established a loyal following and a sense of credibility that was absolutely unique.

No official word has been given as to WHY they will no longer be writing their column for the WSJ. Speculation by Alder Yarrow on his blog and Gil Kulers in his weekly newsletter, suggest that the blame lies squarely at the feet of the Internet and its ilk. They are probably right. The shift from paid subscriptions to free content, as well as the fragmentation of media in general is making it harder and harder for traditional outlets to support a viable business model. While I think the advent of blogs and wine social networks is a great influence overall on the expansion of wine appreciation, I can’t help by mourn the loss of so many experienced, knowledgeable, and credible wine writers/critics.

A few writers have adjusted to the current environment by launching websites and blogs themselves, but their is justified concern on how they will be able to continue a career in wine writing. When there are so many outlets that provide free content, how is the professional wine writer to survive? A few have even crossed over to the other side (Alan Goldfarb for example) and have begun working for wineries promoting their wines to other writers and bloggers.

What’s the bottom line? Right now, the world of wine writing is a mixed up jumble of print and online content with everyone scrambling to figure out how to make it all work. It is up to all of us wine communications and marketing professionals to rally behind these writers and help them succeed. If you haven’t already, check out the Academy of Wine Communications. The AWC was founded for this very purpose years ago, and we have come full circle. 2010 should be a very interesting year for wine communications. Hold on to your seats, because it is likely to be a bumpy ride.

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10 Responses to “Beginning of a New Year and the End of an Era”

  1. Melissa Dobson
    January 6th, 2010 at 5:53 am

    Michael,

    I’m also saddened by the loss of Dorothy and John’s column. As you mentioned, they had a unique, approachable style that guided many wine lovers through their wine experiences. I like that they’re a husband and wife team of reviewers, it brought a sense of romance and sharing to Tastings that was comforting and fun.

    The wine communications landscape is shifting so quickly, it’s difficult to keep up. I expect that the Academy of Wine Communications will evolve along with it and hope for it to be instrumental in creating a more tight-knit community for wine writers and bloggers struggling to do more with less. I think one of the biggest challenges for them is in gaining quick access to content from wineries for their stories and posts. And I think that there’s a lot of confusion for wineries as to where to dedicate their time and relationship building efforts…as we know, that’s constantly changing and evolving too. Phew!

  2. Melissa Dobson
    January 6th, 2010 at 5:56 am

    Also meant to include wine marketing and PR peeps in the community of the AWC of course :)

  3. Mike Duffy
    January 6th, 2010 at 8:51 am

    I would pay $0.50 a week to continue reading John and Dottie, just because I like their writing style/voice. So, at $26.00 a year, they only need 10,000 people who feel likewise. Some people might pay more.
    And that’s not counting sponsorship, if they were willing to run ads. And direct sales of their books, etc.

    Having established themselves so well in print, I am sure that they will survive if they are willing to adapt. And they are lucky in that regards, as they are basically a brand unto themselves.

    It’s the Brave New World of 1,000 True Fans:
    http://www.kk.org/thetechnium/.....e_fans.php

  4. Michael Wangbickler
    January 6th, 2010 at 12:26 pm

    Thanks Melissa. I agree wholeheartedly. It will be a major focus of mine in 2010.

    Unfortunately Mike, with the trend toward free content, I’m not so sure they could count on the support. Of course, Jancis Robinson seems to make it work with her Purple Pages. I wonder how many subscribers she has.

  5. Mike Gee
    January 13th, 2010 at 11:12 am

    Unfortunately if the traditional print media doesn’t figure out how to market themselves in non-traditional ways, the downward trend will continue. Once the price of “Kindle-ish” devices comes down, a new revenue stream may be introduced.

  6. Michael Wangbickler
    January 13th, 2010 at 4:27 pm

    Good point Mike. But, will the new Apple tablet and similar devices be a Kindle killer?

  7. Gil Kulers
    January 14th, 2010 at 1:08 pm

    Hey, Michael. Thanks for the link. I think that anyone who says they know what the wine writing landscape will look like in a couple years is either a liar, a damned liar or a (fill in your own punchline). Talk about a fluid industry! Some current winners will likely be losers; and some go-getters will likely be winners. Who knows? It sure is chaotic and un-nerving.

  8. Michael Wangbickler
    January 14th, 2010 at 3:45 pm

    Damn skippy! For what it is worth, Gil, I think you are making all the right moves with starting a blog and FINALLY getting on Twitter.

  9. Tina Caputo
    February 12th, 2010 at 11:27 am

    Mike,

    In a recent Q&A in Vineyard & Winery Management, Jancis said that more than 12,000 people have subscribed to her Purple Pages site. Not too shabby. But then, she’s a star! cheers, Tina

  10. Michael Wangbickler
    February 12th, 2010 at 11:32 am

    Thanks for chiming in Tina. Yea, you have to wonder whether Jancis is the exception to the rule. She had a well established readership LONG before she started the Purple Pages. Somehow though, there has to be a way for professional wine writers to be paid for their hard work, online or off.

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