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In The News

Apple, InfoWorld, And Valuing Niche Audiences

June 16, 2006

Posted by Phil.Gomes

Apple is apparently pretty irritated at InfoWorld's Tom Yager.

In a column, Yager pointed out that, by making the Intel-happy version of the OS X operating system a "closed" one, it would frustrate folks who have otherwise enjoyed tweaking, recompiling, and otherwise experimenting with the system.

Yager takes it from here:

Apple pushed back, saying that as eclectic as my readership is, the subset I described is only a "fraction of a fraction" of the geeks (Apple’s word) who are my regular readers. Issues that matter to so few, and to me, shouldn’t be projected to a larger audience in 48-point type. I go on the defensive whenever a vendor suggests that any portion of my readership is an underclass because of its numbers.

I'll break it here... This is particularly rich, since I'm sure most Macolytes would bristle at mere suggestion that they are somehow an "underclass" considering the sliver of personal computing market share they constitute. Somehow, this kind of value judgment suits Apple here.

Continuing:

It is our fraction of a fraction that is the bellwether for the next leading edge. My readers don’t gaze at my torch or carry others’. They’re too busy lighting new ones.

People who know me know that I'm the last person who would ever join the "ha-ha-you-just-don't-get-it" crowd. I find their contributions useless and wasteful.

But I bring this situation up because, irrespective of the publishing platform involved — dead-tree, blog, or whatever — the only group that knows a writer's audience better than that person is... the audience itself!

In this case, the audience is deep-diving, innovative tech enthusiasts. If Yager's column went too far afield with that group's interests, they'd either let him know directly or vote with their eyeballs.

More commentary over at Eric Eggertson's blog.

Technorati Tags:
apple, infoworld, pr, public relations

posted by Phil.Gomes

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What's Talkshop

TalkShop is a blog about word-of-mouth and the Me2 Revolution, published by Edelman and hosted by Phil Gomes, the company's Senior Counsel, Online Communications. This blog pulls in thoughts and opinions from members of the worldwide Edelman network.