The Business of Audio

Pro Sound News editor Frank Wells discussed the business of audio at the Dolby Theater in San Francisco in late June. He provided an assessment of the audio industry, discussed the role of AES, and gave the audience of twenty advice for getting publicity in trade journals.

Wells was recruited into the publishing business after having spent over 15 years as a broadcast and studio engineer/technician. He began writing product reviews for Pro Audio Review while employed at Masterfonics Studios in Nashville. His engineering background and publishing work place him at a good vantage point to monitor the audio industry.

Wells pointed out that the advent of technology such as ADATs and DAWs has altered the economics of the audio industry. Record labels and corresponding production budgets have been negatively impacted. However, there is no less music today than before and there are far more outlets, though the latter results in more diffused promotion. Growth areas for professional audio include sound for picture DVD, concert production for DVD, and movies. HD and surround for broadcast channels, live sound, install sound, and church audio are also growing markets. Wells believes that the audio industry suffered a major setback after the 9/11 crisis and is only now becoming cautiously optimistic about the future of business.

Wells gave several recommendations for garnering publicity from the trade press. Most editors are very accessible. If your company has spent a lot of money, customers as well as competitors will be interested. Targeting and offering a trade journal exclusive coverage is more effective than sending blanket press releases. A good article discusses the business advantages that the purchase offers your company; a unique photograph is also helpful. Wells advised against using superlatives. If a trade journal cannot commit to printing an article, the information may be published in abbreviated form such as in a sidebar.

If you make a large purchase from a manufacturer, request that its PR department generate press regarding the sale. The reverse also holds – providing press for clients promotes good relationships.

Wells’ talk, which was peppered with several nostalgic and amusing anecdotes, was well received.

Thomas Merklein