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COW Articles: NAB Apple Bows Out of NAB 2008
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Tim K.,
I went to NAB for seven years in a row precisely to get a chance to talk with people who knew what they were talking about. Along the way I met a lot of people who knew a lot about a lot of things. I’ll include many of the Creative Cow forum leaders including you and Tim Wilson in that group of knowledgeable people.I also met some people demoing products that were just there for the free plane ticket and hotel room.
I just don’t believe you or Tim Wilson can paint the level of expertise in the booths with such a broad brush.
I could go to one booth and talk with the owner of a company who wrote the original code for a product, but find myself a few minutes later at another booth watching a demo from a “demo artist” who never actually used the product before the show – and wasn’t planning to ever use it after the show.
You guys both spent a lot of time at NAB. Can you see that you are both right?
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[Christopher Wright] “Following your logic, Apple is wasting all its money on all the trade mags advertising as well.”
Christopher,
No they are not. (Bet you knew I’d say that — but I bet you didn’t know why I’d say that…)
There has been NO print advertising from Apple for over three years now, when it comes to Final Cut Studio. The last Apple print ad for Final Cut was long before Studio came out.
They advertise the consumer stuff but feel NO NEED to advertise the pro tools. (With the exception of a few small ads for Logic and Aperture. Newer products that have yet to find their markets.)
They learned that, for them, they didn’t change their sales figures 10% by spending all that money on advertising Final Cut or the other Studio tools. So they stopped. Long ago.
Things change.
There was a time they needed to advertise. That changed. They sell the same amount with or without it as they have attained their own brand “critical mass” and in doing so, they are FAR MORE in control of their destiny than arguably any other tech company.
Lastly, Christopher, if Kathlyn adding a post to inform users of a new article (and to which a reader responds and starts another thread going) offends you, then please don’t open them and read them. The solution is quite simple.
Personally, some of the smartest people I know in this industry haven’t been to a tradeshow in years. It is NOT a one-size-fits-all world.
Best regards,
Ron Lindeboom
https://www.linkedin.com/in/ronlindeboom
Publisher, Creative COW Magazine
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[Timothy J. Allen] “I just don’t believe you or Tim Wilson can paint the level of expertise in the booths with such a broad brush.”
One difference between us…I said that the statement was an over-generalization. I didn’t over-generalize in the other direction and say that everyone there was helpful or knowledgeable…my issue was that you simply can’t say that nobody is…
I don’t speak in ultimatums. I’m in the middle. I’m not saying that NAB is indispensible or perfect, I’m simply saying that i think it’s over the top to say that it’s staffed solely with the ‘hired gun’ demo artists who know nothing. There are a lot of us here who are apparently not very useful if one is to believe that statement.
I didn’t have much of an issue with Ron’s article…just that one statement inside of Tim’s (W) post.
TimK,
Director, Consultant
Kolb Productions,Creative Cow Host,
Author/Trainer
http://www.focalpress.com
http://www.classondemand.net -
[Tim Kolb] “I think it might be best if you guys back this down a touch…this statement was frankly, absurd.”
Tim was speaking for Tim in his own opinion, me I happen not to agree with him on this one.
My point is that people say that NAB is critical to users getting the best feedback and experience and so on and so forth. That too is absurd.
There are MANY TIMES the number of people that own, use and are VERY good with these tools that have never been to NAB.
My point is that the market is changing and these companies are pulling because NAB just keeps raising the rates through the ceiling and they themselves are killing their own goose that has laid them golden eggs.
As I said earlier, when NAB does this and their own partnering companies keep raising their rates (as in the TV Technology printed Daily Show magazine whose rates nearly doubled for this year — even though without Apple and Avid the show is almost guaranteed to have fewer, not more, attendees) this too is absurd.
But that’s just my opinion.
Best regards,
Ron Lindeboom
https://www.linkedin.com/in/ronlindeboom
Publisher, Creative COW Magazine
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Now in the COW Magazine: Commercials. A look at the history, strategy, techniques and production workflows of successful commercials. All brought to you by some of the COW’s brightest members. Accept no substitutes!Would you like to be in Creative COW Magazine with your story or contribution? Contact me.
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[Ron Lindeboom] “Personally, some of the smartest people I know in this industry haven’t been to a tradeshow in years.”
Let’s see now…
You definitely know me.
Oh, and I haven’t been to NAB in over three years.
Do I qualify???
Probably not, huh?
David Roth Weiss
Director/Editor
David Weiss Productions, Inc.
Los AngelesPOST-PRODUCTION WITHOUT THE USUAL INSANITY ™
A forum host of Creative COW’s Business & Marketing, and Indie Film & Documentary forums.
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You are so smart David that you named your dog Augie Doggie. That makes you freakin’ brilliant in my book.
Now if you could get another dog and name it Clutch Cargo — or better still, get two dogs and name them Clutch Cargo and his pal Paddlefoot — you could attain genius status (or maybe even sainthood!).
Ever a lover of classic Hanna Barbera cartoons and the one rotating backing plate they all shared,
Best regards,
Ron Lindeboom
https://www.linkedin.com/in/ronlindeboom
Publisher, Creative COW Magazine
Join the COW’s LinkedIn Group
Now in the COW Magazine: Commercials. A look at the history, strategy, techniques and production workflows of successful commercials. All brought to you by some of the COW’s brightest members. Accept no substitutes!Would you like to be in Creative COW Magazine with your story or contribution? Contact me.
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Ron,
I of course am talking about all of Apple’s advertising budget and Apple’s company presence period. I don’t know why you keep referring to just FCP in your posts on NAB as well. Using Tim’s argument, they are spending a LOT of YOUR dollars advertising I-junk that could be used better for R&D and “one on ones.” NAB isn’t just about one software app!
Dual 2.5 G5, IO, Kona LH, IO, Medea Raid, UL4D, NVidia 6800, 4Gig RAM
Octocore 8 GB Ram, Radeon card, MBP, MXO
Windows XP Adobe Studio CS3, Vegas 8.0, Lightwave 9.2, Sound Forge 9, Acid Pro 6, Continuum 5, Boris Red 4, Combustion 2008, Sapphire Effects -
[Ron Lindeboom] “Personally, some of the smartest people I know in this industry haven’t been to a tradeshow in years. It is NOT a one-size-fits-all world.”
No, it’s not. But in the marketing mix, trade shows are invaluable. Trade shows can establish a product, and once established, the very medium that helped them – can become superfluous. I speak from experience.
It was the DV revolution that took the NAB from a la-dee-da exclusive audience to something much broader and popular. The NAB has been riding the wave – and, certainly, much of that wave has nothing to do with traditional broadcasting. It’s the revolution that opened up the industry to guys working out of their home.
So the NAB continues to give their quaint non-internet dinners for ‘Life-Time Achievement’ awards to radio people and TV people – locally and nationally – it’s not like they have forgotten their roots – God bless them it and for honoring those people who have paved the way.
What does the internet offer? A click-through to a photo? Oh, what an honor! Ron, you cannot offer that here, no matter how successful the Cow gets.
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[Steve Wargo] “After 15 straight years of attending, I didn’t go the last two years and I realized then that I didn’t really miss anything.”
You went for all those years because the digital video revolution was exciting beyond your fondest dreams. Million dollar suites down to Yugo prices and doing more. That’s why you went. So the dust has settled – maybe the revolution is over, maybe not – but I hope you are not blaming the NAB for providing the venue, are you?
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[Christopher Wright] “I don’t know why you keep referring to just FCP in your posts on NAB as well. Using Tim’s argument, they are spending a LOT of YOUR dollars advertising I-junk that could be used better for R&D and “one on ones.” NAB isn’t just about one software app!”
I am speaking in the context of NAB, not Macworld expo. NAB, for Apple, is about MOSTLY Final Cut. That is why I address it from that point of view.
Perhaps I am misunderstanding your point but I thought that that was what we were discussing, NAB and Apple. In that context, Final Cut seems far more appropriate than iPods, Garageband and iLife software.
By saving $15 million from NAB, that throws a lot more money (and time) back into the kitty that can be used for FCP and the high end suite of tools.
Lastly, the iJunk (as you call it) is quite profitable and is taking absolutely nothing away from the Final Cut and related apps. They have different engineers, different budgets and different marketing teams even. One is courting a wide reaching consumer base and the money spent there wins new and mostly previous PC customers. The other, needs little marketing as the users themselves market it in a much more focused environment. In this environment the reputation alone of the Final Cut Studio has helped Apple market it without the need for things like NAB, so says Apple and they are the ones who will write the check — not you or me.
Best regards,
Ron Lindeboom
https://www.linkedin.com/in/ronlindeboom
Publisher, Creative COW Magazine
Join the COW’s LinkedIn Group
Now in the COW Magazine: Commercials. A look at the history, strategy, techniques and production workflows of successful commercials. All brought to you by some of the COW’s brightest members. Accept no substitutes!Would you like to be in Creative COW Magazine with your story or contribution? Contact me.
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