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by Kyle on February 22, 2010
Word travels fast on the ‘Net
Another topic that has been on my mind for awhile and now seems timely for discussion – the embargo. While I am not declaring my own “Death to the Embargo” like TechCrunch’s Michael Arrington did about a year ago (and he’s not the only one, I might add: see CrunchGear here, The Wall Street Journal here with similar ideas), I’m implementing an embargo policy here at First In Watches, effective immediately.
The Problem. The problem here is that some brands (and some of their “preferred” sources) are not very careful in how they distribute embargoed information – and the fallout from embargo-related “mishaps” is quite annoying. The good thing is that based on my experience this is a very small problem for the luxury watch industry – but it is a problem nonetheless, and one that is growing as the industry increasingly embraces the Internet and online media.
If You (Watch Brand) send around embargoed information to your preferred media contacts, you better be darn sure that your recipients are going to respect the embargo and/or be careful with your information, because if you know anything about the increasingly real-time nature of the Internet, you know that information travels fast online – and reigning in a broken embargo is like trying to coax a cat out of a tree with the dog who treed it at your side – the kitty don’t come back easily, if you know what I’m saying. If not, let me put it this way: Twitter, Blogs, Forums, Facebook. You catch my drift here? Online media ain’t print media, and you need to get this figured out and fast because I’m about done making efforts to hold back embargoed information when it has already been leaked by others. The practice of trying to contact every website which posted embargoed information and ask for a redaction is not sustainable.
This prompts me to make another point – I have never knowingly or intentionally broken an embargo on this blog, nor do I intend to start. I have and will continue respect your brand’s wishes if you are kind enough to provide me with embargoed information. But if you see a new watch on this blog that you think/know is embargoed, rest assured that I did not get the information as such and as far as I am concerned this is your problem not mine. Which leads to my last and final point…
Our New Embargo Policy
As I stated above, at this time I am not going to declare my own “Death to the Embargo” a la Michael Arrington , however I am going to work by this embargo policy until further notice: All embargoed information provided directly to me will continue to be respected as long as the embargo is not broken elsewhere. All other information and images posted here on this blog will stay on this blog unless a representative of the brand whose name is on the watch/information in question contacts me and we agree otherwise.
If I hear a convincing argument for a better policy, I’ll be glad to consider making a change.
No related posts.
Honestly, I do not have a problem with embargos, the brand is giving the information ahead of time so you can prepare the content for publication. However, if the embargo date is changed then everyone should be made aware and sometimes that is not the case. And secondly, releasing the information and then adding an embargo, like TAG Heuer did recently, is just terrible. Further proof that TAG’s leadership is not fit to lead.
I don’t have a problem with embargos either. It is when someone breaks the embargo that the problem is created. Why should I hold back information when other sites have already broken the embargo?
I have been in several incidents when I have been asked (and I have obliged) to redact information that I already published (TAG Heuer Carerra 1887 is one example). But the problem is you can no longer truly pull back a broken embargo.
Case in point is that if you do a simple google search for “TAG Heuer Carrera 1887″ you will see that many reputable sites have taken down their original posts of the watch (me included) – however the watch can still be seen on a nameless/faceless REPLICA Watch Site! How’s that for irony?
Yeah, agreed. I think in the TAG case they are trying to pre-test the response of the internet media, especially after their failed movement launch. They give out the info and then take it back, but I can assure you it will be released to their media friends prior to the March 17th embargo date that they have placed on you and I. They don’t have to worry about me breaking the embargo. I learned along time ago when you are dealing with people like this, the best thing is just to ignore them. They don’t need us, and we surely don’t need them. There are too many good watch brands to cover.
I hope Kyle you don’t hold it against me for posting the info about ZENITH embargo on the materials about the new chrono1/10.
The problem was, that first massage form ZENITH to me stated, that the info is banned to be published before 17 March.
However the second massage i received today gave me a green light on posting.
I think that the best way would be not to distribute the materials that are banned form publishing until they are free to go…that would be easy and clear for all.
LukasD – no I do not hold anything against you, not at all.
I did not cite any specific examples in my article because I did not think that would be appropriate. I have had issues with several brands, but all of them have been resolved on friendly terms and with no problems – we deal with it and we move on like professionals.
However I see these embargo issues growing, and so it is best if we can all avoid these problems in the first place.
I appreciate your thoughts!
some people will think that if u want something u should buy it in a full price..i think that most of the people will think the opposite when they will find that the same thing they can buy less than half price.