Tech Capital Partners Blog

I write a “gadget” column for a newspaper and a magazine in Waterloo region (www.gadgetcolumn.ca).

Like most product reviewers I will contact marketing departments to ask for product information and where appropriate ask for a loaner unit. Usually companies have a set of products they will loan to the media for a few days at a time. Obviously this is not feasible for a 100″ plasma television but in most circumstances the companies are happy for the free publicity and will send out the review units.

Last week I came across a gadget I wanted to review for my column. The item in question retails for about $100 and is the size of a USB thumb drive. I contacted the company’s marketing group and asked it they had a media loaner program.

The reply I received is copied verbatim below. Needless to say we don’t encourage our investees to take this approach to free publicity!

Tim,

 

I am not trying to be rude, but I find it very very interesting how the MEDIA thinks that any business make a living and make a profit if they are sending out FREE product to everyone that asks for a FREE unit.

Think about it.

Product costs money to manufacture.

Product costs money to mail out to those requesting a FREE LOANER unit Product costs when it is returned/it is now used.

 

How does a business stay in business when it is so busy sending out FREE product for those media that requests so.

 

Doesn’t media have a budget to try out and evaluate gadgets?

Doesn’t media have a duty to report based on research, or does it really have to be first-hand knowledge and experience to report on a reported item.

 

If it takes money to get coverage in PRINT media, why wouldn’t a company just use the Internet to get FREE press?

 

I’m a marketing major, I don’t believe in spending money to make money.

There’s no need to. If your product is good, especially in this day and age with the Internet. You can do it at no cost to you.

 

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