mmmm.
I’m in charge of marketing at a little known US sporting goods company, which means I oversee the product that goes for review and who we advertise with. For anyone to claim total separation of advertising and reviewing is frankly utter bollocks.
If I couldn’t exert some leverage over the magazine who reviews our kit you can be damn sure they’d not get kit to review or adverts placed with them.
Maybe if all the gear was sent for review under plain wrapper with no logos or distinguishing marks on it, magazines could claim this independence, but it isn’t. Reviewers and magazine staff are glad handed, you get ‘trade accommodation’ pricing and a whole host of other benefits from the manufacturers. Hell we’re just about to take 4 magazines out ‘somewhere sunny’ to review and test some of the upcoming season’s kit. If I didn’t think doing this somewhere sunny had a positive effect on the review I wouldn’t do it.
Maybe Singletrack employs a double blind testing regime with reviewers who exist outside of the industry whom cannot be ‘affected’, but i don’t think they do…..
None of which means that any company can ‘buy’ a good review of course, just that there are multiple ways and means of assuring the ‘most favourable’ possible outcome.