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Chris Edwards
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Don't get me wrong: I absolutely mean that JL, Harry etc are good sources on the value of individual products. What I meant was, and I can't speak for them: if I was in their shoes, I'd be pissed off if my blogging meant that I wound up getting worse information from vendors than if I was a non-blogging customer. It's a continuing irritation to me that the same question from a journalist and from an engineer will often net a different response. And that is just one of the dangers of marketing assuming that sector-specialist bloggers will simply replace the trade press.
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Mike, You are aware there are something like six to eight parallel tracks at any one time at ISSCC? Even then, based on your Highlights report I'd say there was a good chance that Paul Dempsey was in one of them and possibly someone from the The Register,as well as Rick Merritt. I'm a little unsure as to why you felt the need to turn up as most of that Highlights content I could have cobbled together from the Digest (maybe you didn't make it to the author interview sessions?). But, I guess different techniques work for different people. ISSCC is unusual in the IEEE conferences in that it attracts a large number of general technology reporters as opposed to people working primarily in electronics. It has something to do with no-marks like Intel turning up to preview processors that will be hitting manufacturing later in the year. Sitting through three days of other stuff isn't really a very good use of their time. They also have a better understanding of their respective audiences - something that tells them that reporting on a natty clock skew fixing scheme is not as useful to readership as describing how shrinking a processor down to 32nm from 45nm is going to affect them. Some conferences it makes sense to see the talks; others you are better off arranging short interviews. Reporting is about doing things that work not scoring brownie points so you can wave a big "I'm more hard-core tech than you" banner around. On the more general point about blogging/journalism. Anyone who thinks a wide spectrum of customer/user bloggers are going to be willing targets for press releases and kind of brain-deadening Powerpoint trade hacks have been subjected to for the past 20 years has got to be kidding themselves. If I was working at a customer and marketing from some EDA company told me I had to go meet them instead of an engineer competent to demo a tool, I don't think I'd be very pleased. And people doing marketing and PR are going to have to understand that very quickly.
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