Whisky Magazine Issue 93
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Column comments I recently finished reading issue 90 and was struck by Tim Forbes' article, “New digital emperors.” I believe this article has significantly missed the mark, for the following reasons:
1. The article portrays a doomsday-like scenario in which a tech-savvy whisky novice blogger unwinds years of work and millions of pounds of advertising for a single large brand. While I realise this is a hypothetical occurrence, so is that of a meteor striking Glenfiddich and wiping out its entire supply. I believe both are extremely unlikely, and such speculation is not healthy.
The possibility of a single individual blogger having any noticeable harm on a brand is minimal - there are too many blogs (as the author points out) for a single novice's blog, no matter how well ranked in Google, to have a sizable effect.
Currently, the top blogs are ones like the author's, not some obscure novice's, so any newcomer's blog will be immediately diluted. The large brands also have enough momentum to weather occasional bad press - this is part of what it means to have a brand. Moreover, most discerning consumers will read multiple opinion sources about a product, so a single undeservedly-poor review on someone's blog will generally be overturned by the more reputable blogs.
To say that Mr. Forbes' portrayed scenario is even remotely possible is throwing reason to the wind.
2. The author portrays a techsavvy blogger as a “socially inept geek with a vicious inferiority complex....