Budget Component Reviews

One question posed by John Atkinson at the July 1991 Stereophile Writers">http://www.stereophile.com/features/109">Writers Conference had to do with the ease of reviewing: Is it harder to write a bad review of an expensive product than a good review? I find it hardest to write a good review of an inexpensive product. If I admire a less expensive loudspeaker, for example, it may become a recommended component, and can displace a more expensive speaker (that received mixed comments) from our twice-yearly rankings. This can be a big responsibility; even a conditional rave of a low-cost product means that JA may assign another Stereophile reviewer to do an immediate follow-up report. The Snell Type E/III loudspeaker may be a good case in point.

My first one-piece stereo—I think I paid $60 for it, including a pair of speakers with pegboard backs—gave me a lot of pleasure when I was young, and I loved it. Everything that came after has been better in every way but one: None has inspired that kind of love. And most have left me wondering if there might be something just a little bit better.

According to the conventional wisdom, companies selling consumer products fall into two categories: those whose sales are "marketing-led" and those whose sales are "product-led." Marketing-led companies tend to sell mature products into a mature market where there are no real differences between competing products—soap powder, mass-market beer, or cigarettes, for example—whereas product-led companies tend to sell new technologies, such as personal computers and high-end hi-fi components. In the audio separates market, conventional wisdom would have a hard time categorizing any individual company: no matter which you choose, it would be simplistic to say that it is either product- or marketing-led. No matter how good the product, without good marketing the manufacturer stands little chance of success; a poor product superbly marketed may make a company successful overnight, but that success will have hit the end stops by the following night.