Can Wine Enthusiast Magazine Woo the ‘Silent Majority?’ Pt. II of II
Picking up from part one of this two-part series, Wine Enthusiast magazine has an opportunity to capitalize on the confluence of circumstance that exists in the world of wine, an opportunity that requires the resources, leadership and wherewithal of a professional publishing organization, an opportunity that is currently lying fallow.
At no point in time has there ever been more growth, confusion, special interest and turmoil around the world of wine. And, while online wine media would like to think that the future of wine content is in consumer generated bytes, the reality is that wine is the only consumer packaged good that desperately needs its mainstream media arm to act as a guiding voice, an arbiter of reason and a leader in divining order out of chaos, as the online wine world sub-divides into niche interest areas.
Unfortunately, the mainstream wine media approaches their work as an elite lifestyle choice (Spectator, Wine News, QRW), a vehicle for ratings (Parker), or a smart vehicle that skews towards trade interest (Wine & Spirits, Sommelier Journal).
While Wine Enthusiast probably likes to believe that they cover the wide swath of ground in between the “wine interested” and Wine Spectator and Wine & Spirits, the reality is that the magazine, editorially speaking, addresses the “wine interested” more so than the “wine enthusiast.” It’s exactly this “silent majority” of wine enthusiasts encompassed in the name of the magazine that I would like to see Wine Enthusiast focus on, as opposed to the current common denominator.
The impetus behind this review is two-fold – a recent quote from a wine writer for Wine Enthusiast lamenting the fact that Wine Enthusiast is infrequently (ever?) included in the same conversation as Robert Parker, Jr. and Wine Spectator, describing that dominance of influence as “hegemony.” This is coupled with the current Editor’s Letter in the November issue of Wine Enthusiast in which Publisher Adam Strum says, “Our goal at Wine Enthusiast Magazine is to encourage America’s wine culture, which has been thriving for the last decade, to continue to flourish.”
The problem is that the lament of the wine writer compared against the stated goal of Wine Enthusiast Magazine encapsulates the disconnect and frustration that is felt in the market. Parker, Spectator and Enthusiast are subject to significant vitriol by segments of the wine audience who feel vastly underserved by their media. In regards to the “hegemony,” the notion that there is an unfair regime in charge of influence is an astute point, but misguided. Enthusiast wants to be considered elite, but appeal to the masses at the same time. As Jack Welch (former CEO of GE) always noted, if you can’t be #1 or #2 in your market, then you should choose another market. It’s exactly that notion of finding another market, the true wine enthusiast, that I think Wine Enthusiast the magazine needs to focus on. In doing so, they’ll be asking their “wine interested” audience to ratchet up their engagement, which is far less egregious than asking a core audience who has long felt ignored to suffer a ratcheting down. As any teacher knows, the bright kids in class suffer the most when you build your lesson plans for the weakest link.
Here are 10 suggestions for Wine Enthusiast to carve out their own market and create a category of one addressing the “silent majority.”
10) Redesign the magazine to appeal to the future of wine, those under the age of 40, with a contemporary, worldly sensibility. The current design says, “Suburban Soccer Mom and Old Navy Dad.” Look at Imbibe, Fast Company, and others that get “accessible and urbane.”
9) Represent a lifestyle that actually exists – people that are passionate about wine, but more in line with the Trader Joe’s demographic of, “over-educated and underpaid.” This isn’t to say “poor,” just household incomes that look more like a Toyota and less like a Lexus.
8) Ramp up a cultural aspect that resonates – music, food, a life well-lived, not necessarily a clichéd affluent wine lifestyle. Three of the biggest bands in the world – U2, Pearl Jam, Dave Matthews have lead singers that are really into wine. Why are these mentions relegated to a surface-level one-pager at the back of the magazine, if that?
7) Ditch the wide net that includes beer and spirits. You can’t be all things to all people. If I want reviews for Tequila, I’ll buy a Tequila affinity magazine, or look online.
6) Expand the “Enth degree” with more general interest tidbits and factoids. People like “fast food” content that is interesting and conversational fodder.
5) Expand the number of op-ed pieces and incorporate more opinion journalism. Simply, include more columns from a wider array of voices. There’s a reason both Newsweek and Time have redesigned this year to incorporate more op-ed—it’s because it’s interesting and it sells. Take stands on the issues of the day in the wine world and help shape thought.
4) Lose the puff pieces on Ripasso and Cava. Nobody cares. Make these stories about people and personalities with Ripasso and Cava as the tableau.
3) Dramatically cut down on the number of pages dedicated to ratings. These are fine for online, for the iPhone app., and other areas, but having 1/3 of the magazine as tasting notes leads me to skim, at best, when I actually want to be reading something interesting (see people, personalities, stories).
2) Reinvent the genre of ratings. If you can’t be #1 or #2 in the influence sphere, it’s because you haven’t differentiated enough with authority. Everyone acknowledges that points aren’t going away, so how can Wine Enthusiast reinvent the ratings genre to something unique, a category of one? Consider aligning with CellarTracker or something that is crowdsourced and acknowledge that people are valued contributors to the wine scene, now and in the future. Own this by complementing the crowdsourcing with the experienced palate/critic in a way that fosters collaboration and not empirical correctness.
1) Migrate the Wine Star awards to something that popular opinion values more than as a stroke fest for wine companies to advertise with the magazine. I’ll eat my hat if Gary Vaynerchuk doesn’t win the “Innovator of the Year” award and the public perception will be that it’s a naked grab at his daily 80,000 strong audience. Just saying …
Bonus 1A) Demystify, debunk, and create thought-leadership around the culture of wine – the way it exists, quite imperfectly, not the way the industry would like it represented in their minds eye.
In summary, it shouldn’t be too much to ask that wine media provide content for wine enthusiasts, in a manner that they find valuable. Too often these days, the most ardent, interested and active audience in wine isn’t being reliably serviced with content that matters. It’s a disservice, and one that can be fixed. By addressing this “silent majority” not only does Wine Enthusiast create their own category, but they also create consumers that advocate for them creating a vehicle in Strum’s words, that “encourage(s) America’s wine culture, which has been thriving for the last decade, to continue to flourish.”