Wine Spectator, Me and the Relationship Divide

The wine equivalency to the eHarmony relationship test would have isolated our differences years ago; without it however I have struggled to discern the incompatibility between me and my wine media muse, Wine Spectator.

At this point, years in, our relationship should have transcended mere “like” to a deeper, more in tune level of trust.

Then one recent day, I finally “got it.”  I got the difference between me and Wine Spectator.

My lodestone pointing north, I finally understood why Wine Spectator has long been a magazine I have read, yet I’ve never quite felt the reciprocal warm embrace from that of a kindred spirit.  True to relationships in our heart of hearts – it was them and not me, even if I took responsibility for the relationship.  The half-heartedness it gave back to me feeling insincere and dishonest like the kiss you share at the end of a first date when there won’t be a second date: part mercy, part memento.

It wasn’t for lack of effort, though.

I mean, I have the credentials; I am a wine enthusiast for Goodness sake.  They have credentials as the premiere magazine for wine enthusiasts.  We should be getting along, no?

Why haven’t these “dates” with Wine Spectator been going the way they should?

Everything from the content to the advertisers have felt “off,” like I was a Brit visiting the Smithsonian Museum of Natural History; interesting surely, but not resonating with me, not a part of my fabric.

I have been a stranger in a not so strange land.

And then, I realized what it was with Wine Spectator and me:  We’re kids from two different sides of the tracks, Romeo and Juliet, however, our love will be forever unrequited.

Reading the “Wine Spectator Magazine Readership at Glance” overview found at the M. Shanken Communications web site and then reviewing their demographic overview, it became painfully clear that the dissonance I’ve felt with Wine Spectator is because it’s a magazine that is not intended for me.

Nope, I’m not the audience.  More painfully, I don’t know anybody in their audience.  I’m more middle management than jet flying C-Suite, doing the work instead of making the decisions.

Yes, I’ve simply been feeling the pain of another intersection that won’t ever be true compatibility.

From Wine Spectators Advertising materials:

* Our readers include epicureans, connoisseurs and collectors and business leaders

* Wine Spectator is the No. 1 luxury consumer publication in the 2008 Luxury Brand Status Index Survey

* The Luxury Brand Status Index Survey sampled 1,681 wealthy American consumers with an average income of $293,000 and an average net worth of $2.9 million

* Wine Spectator magazine readers have a median household income of $163,983

* The median age for a Spectator reader is 49

* The median liquid assets for a Wine Spectator reader is $3,018,000

* 25% of readers have a Chief Officer title

* 34% own 2+ homes

* The Wine Spectator reader takes an average of seven vacations a year

* 30% fly first or business class

* 56% are a member of a private club

Reading through the Wine Spectator advertising demographic information reminded me of the infamous George W. Bush quote when speaking to a group of wealthy Republicans, “This is an impressive crowd: the Have’s and Have-more’s. Some people call you the elites. I call you my base.”

Is it any wonder I have felt the lack of connection with Wine Spectator?  I am not a part of their “base.”  In fact, I might be the cousin twice removed compared to their “base.”

Compared to the demographics, I’m very “outhouse” compared to the penthouse.

At least now I can stop scratching my head about the persistent travel recommendations for the Ritz Carlton and Four Seasons.

Of all the statistics that that I have cited, the one that jumped out to me, besides the one in four readers that are a “Chief” of something, is the $3 million in liquidity that the median reader possesses.

Wow.

Given the economy, I’m more than a couple of zeros away from that.

So, now that I understand this delta in between Wine Spectator and me, I feel emboldened to build a relationship on common ground, not dating, but perhaps visitation like that rich friend who you share time with occasionally, if only sporadically, perhaps to be reminded of the contentedness you enjoy in your life without the encumbrance of more things to take care of, as much as the quality of the shared time.

Yeah, this thing between Wine Spectator and me will be just fine, but it will be on my terms now, no self-flagellation for a relationship that doesn’t quite fit.