Eric Griffith is a Managing Editor at PC Magazine. In the interview below, he discusses converting the publication from print to 100% digital, the difference between a good “PR pitch” and a bad pitch, how smart phones are changing the world, and PC Magazine’s product review process.
Q: When we first met in 2004, you were the Managing Editor of Wi-Fi Planet, in 2007 you switched to PC Magazine. What appealed to you about PC Mag?
Eric Griffith: They gave me an opportunity to branch out, to write about anything and everything in the world of tech. And it was a brand that I wanted to work for even when I started, even if it is significantly changed from what it was a decade and a half ago.
This year, PC Magazine discontinued its print edition becoming a 100% digital publication. How has the transition been?
So far, pretty smooth– the company was making more money from the Web site than print magazine anyway, so it was a no-brainer (the digital edition is still there for those who like a magazine-esque format). The lost of paper might bother old-school readers, but they’re not exactly the target demo for tech advertisers anymore; if they were, Computer Shopper would still be the size of a Manhattan phone book, too.
In the next decade, will more efficient laptops and smart phones make personal desktop computers obsolete?
I think they might already have made desktops obsolete for all but the most powerful computing tasks. I’ve made it through entire weeks on the road with nothing but my iPhone and stayed fully in touch with the office and personal life as needed. Maybe a little too in touch in this age of Facebook and Twitter.
iPhone 4g Mock-up
Speaking of social networks, do you think a location-based social network will ever make it? The sort of thing Meetro wanted to be.
Seems almost inevitable as more people move to tweeting and updating status by phone.
On the editorial side (editors, columnists, etc.), approximately how many people are behind PC Magazine?
About 40 editorial.
You probably get “pitched” by PR folks regularly. What separates a “good pitch” from a “bad pitch” in your mind?
A good pitch is some from someone who’s actually read the publication and has a clue about what we cover. Wild pitches BCCed to the entire staff (or the entire industry) are just annoying.
An important part of PC Magazine is product reviews. According to your website, “PCMag provides comprehensive hands-on, laboratory-based testing of PC and Internet hardware and software.” Can you tell me a little bit more about the review process?
Reviews are now all-import to us; as we streamline the site, they are becoming the focus. Process is pretty simple: we request products if we have plans for a round-up review, or we get products in as stand-alone when they’re new. We put them through their paces, which is different for all the types of products. We write.
"Reviews are now all-import to us..." - Eric Griffith
According to an article in PC Mag, iPhone’s market share doubled from 5.3% in Q1 2008 to 10.8% in Q1 2009. Will iPhone’s success help Apple increase its share of the notebook and desktop market?
I don’t think it has and don’t think it will. Apple (smartly) made iPods work as well with windows as they did Macs, and had to do same for iPhone. I’m sure it doesn’t hurt Mac sales, but I doubt it’s a big deal overall.
Which small to medium business has been the most disruptive this year?
Probably Twitter. They’re still small.
Last question, if you had the attention of every techie in the world, but only 140 characters, what would you say?
Louis CK is right, Everything’s Amazing, Nobody’s Happy, but that’s what happens when the future becomes the present. http://is.gd/4w4CX
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