Let's start this article by coming right to the point:  magazine reviews are generally not objective. 

 

When looking toward a new purchase, it might be wise to keep that in mind

 

If the magazine or online audio service relies on advertising dollars to survive, then they are usually going to describe the reviewed product in the best light possible.  If the product is truly exceptional, then there's no conflict.  It's easy to write glowing reviews when there's something to glow about,  but if ithe product is of poor design or limited usefulness compared to the competition, the language gets tricky.  I am convinced that it goes way beyond just the magazine's financial interests.  For example, if I was a mic manufacturer and one swank review could earn me literally hundreds of sales or more, I would probably not require the reviewer to send the sample mic back.   See the problem? 

 

So is there anyone out there who does not believe that many of those lucky guys who are chosen to do all the mag reviews don't have at least a few mics in their personal collection that were sent by companies eager for a good review?  Examples of "bought" (or at least bartered) reviews abound.  For example, go to the Microtech Gefell site to find some conspicuous reviews praising overpriced mics as if they were the holy grail of recording.  Notice that all seven of these reviews occur between May 2003 and March 2004, with most of them running consecutive months in various magazines.  And coincidentally, with no overlap.  Hmmm....Are we to believe this wasn't a coordinated marketing strategy to :

A.  Bolster public awareness of Gefell mics over a one year period and....

B.  To now be able to splash these review on their web site. 

The language of these reviews is a prime example of saying everything the public wants to hear.  The mic apparently has it all.  it's "warm" smooth" "fat" round" "solid" and it seems there is not a source in the world it couldn't record without stellar results.  

 

You get the idea. 

 

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