Quick Note to Self: Reading a review for a car today morning I realised that my reasons for buying a car (any car) and the reviewer’s were completely different. In effect, this made the review a non-starter for me because it didn’t address the points I wanted to see covered.
For gadgets and cars there are reviews, and then there’s porn. Seriously, an article/video that talks about everything a gadget or car can do doesn’t qualify as a review. It is porn.
A review must state, right at the start, what the agenda of the reviewer is. Is he looking to buy a car to cart 3 kids around? Is he single and wanting to have fun in the city? The same car can, perhaps, address both needs — but different facets of it will answer these questions.
So, car reviews are going to change. Generalist newspapers that address large, heterogenous, audiences will have to choose a particular audience to address with each review. Which means carefully choosing a reviewer. I don’t see that happening any time soon.
Auto magazines etc, do a fairly good job, so the best thing a newspaper can do is pick up content from a magazine.
The big play is going to happen online. There seems to be an opportunity for a curated aggregation of reviews, where reviews are classified by target audience. And by that I don’t mean you give a drop down list that asks a user if he is a dad or a bachelor, and then show reviews accordingly. Though it could be a starting point.
Will track this space with some interest.