scotteverett

Hey all, I work at DPReview, so figured I chime in and perhaps dispel a few myths. sponsored content and the end of the world as we know it... Yes, we do sponsored content. Most for-profit publishers do now, as banner ads do not work, and marketers are realizing this and switching gears. But it is not some clandestine operation, a complex web of ethical quagmires. DPReview hires scientists, PHDs, literally, to design our camera tests. We then perform those tests and write about real world usability to create a review, which is a combination of facts and opinions. Whether our camera testers get everything right (with their real world usage opinions) is up for debate, but we strive to ensure our reviews align with the science in such a way that questions about editorial integrity (very common well before we started sponsored content) do not hold weight. Go back to any review we've done and look at the data. You will bore yourself to death looking at test charts before you discover any bias towards a brand. Taking a step back, I can speak personally to how the advertising campaigns (including sponsored content) come to fruition because I manage them (I am the product manager). The reality is that camera manufacturers, if they are smart, realize they cannot put lipstick on a pig, no matter how hard they try. So they are resorting to finding ways to actually engage people. It's the early days, so a lot of the sponsored content is still shit. But the vision is that publishers influence brands to actually make content worth looking at, with the goal that the quality of their product, the soul of their brand (if there is one), actually resonates in an honest way. But it will always be, in some way, advertising. Maybe one day they will turn the corner and actually make content people want to watch/read on the regular, but only time will tell. So when we decided to go down this road, we asked a few basic Qs. What could we make that would be worthwhile? How could we do it in a way that we were able to make videos we wanted to make, but could not afford to do so. And one of the first roads we went down was having pro photographers use cameras in the real world, and make little short films showcasing their experiences. On the whole, I think those videos have worked out well, we have been able to showcase photographer workflows, tell stories about real people and places, have cameras used in real world shooting situations, and on the whole, do all of this with almost zero manufacturer interaction. There is a ton of room for improvement, and I talk with visitors all the time about what else we could try. But alas, the topic at hand, we also decided to do "Native Advertising", where we have no role in creation of the content, and simply provide real estate for a brand to promote content they have created. As I mentioned above, the vision is that this type of content will get better over time, but the camera industry is a few years behind the broader CE industry. I remember a good 4-5 years ago Intel sponsored a series of short films telling the story of a handful of creatives that were excellent, beautifully shot, and overall just worthwhile to watch. There is no reason the Camera industry cannot get there, but as I said above, time will tell. DPReview staff are photographers, no really, I swear. We are not winning any World Press Photo awards by any means, that's for sure, but we are enthusiasts just like our visitors for the most part. It's an important point because I think when the topic of editorial integrity, advertising, relationships with the brands, and all of these themes come up, it gets lost. Maybe I'm an optimist, but I like to think that generally people are "good", and difficult to corrupt, and that set of assumption definitely applies to my coworkers at DPReview. Our guys are using cameras every day, shooting photos, and spending a ridiculous # of hours every year thinking about cameras. The last thing they would ever want is to feel like everything they were doing was compromised, without purpose. It would be soul crushing, demotivating, and completely unsustainable. So yeah, I understand the need to be skeptical, critical, and diligent in pushing for transparency in journalism, and we are no different. But aside from the more potent reasons I just mentioned, there are also the legal realities of sponsored content; we are legally required to disclose when a brand is involved with something that goes on our site, and we follow it to a T because, quite frankly, the world of hurt we'd face if we didn't would be far worse than a 3% increase in advertising revenue. DPReview hates EOSHD, and had a bitter falling out with Andrew Reid. Simply put, this is just not the case. We obviously respected EOSHD and Andrew as we tapped him to be involved in our efforts to begin talking more seriously about video capture. The reality of our publishing process is that it involves several layers of editing, and Andrew is not the first writer we've worked with that experienced this process as frustrating, and wont be the last. Hell, I even tried to write a few articles when I first joined DPR and definitely pulled out a few hairs when my words and voice were changed to be in line with DPR's style. But editing is a necessary step in the publishing process, and in the end, even if DPR and Andrew didn't align on how to do this, none of us here view the situation as anything other than a freelancer not working out, it happens ALL THE TIME. There doesn't need to be a villain. Blogging is a much less rigid workflow and half of the writers we work with are much happier in that context. It makes sense. No hard feelings are needed.