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Cutting Through the Unwired Hype

Cutting Through the Unwired Hype

Marketing hype is everywhere in our lives. It's unavoidable no matter where you go - flipping through television channels, reading newspapers or magazines, or driving along and looking at the billboards on the highway. Now, don't get me wrong; advertising has its place. It shows the market what's out there, and the revenue pays for many goods and services, including the very magazine that you're now holding in your hands. It's not the advertising, itself, that's a problem, but rather the hype in the advertising that's very hard to cut through for those making purchasing decisions. One of WBT's editorial missions is to help you do just that, be it consumer purchases or business ones - in the unwired world at least. You're still on your own when you go buy that new toaster oven...unless it has wireless capabilities, but we'll talk about that in another issue.

At this very moment, I have a huge stack of press releases on my desk about the newest, greatest, best, first, most revolutionary, fantastic, life-changing, earth-shattering, teeth-whitening, fat-burning wireless devices on the planet. Of course, all of the bold, 40-point headlines are then backed up with fine print - "void where prohibited, not valid on land, may not be usable by humans," and so on. Cutting through all of the marketing to find what you need is no easy task, and what's used to describe the devices is just the tip of the iceberg. The amount of hype about the newest PDA, for example, is nothing compared to the hype about protocols, standards, and the industry as a whole. Watching the shakeout in the stock market in recent months that has burst the dot-com bubble, you can easily see what happens when the hype fades away and we're left with just the cold, hard facts. For those of you with money invested in the stock market, it certainly couldn't have been a pretty sight as it went down, down, and then down some more. (Check out the WBT Stock Index in this issue to see how the wireless market has fared.)

You're probably wondering why I'm talking about all this. It's because Wireless Business & Technology is here to help you cut through all the hype. You may have noticed (and if not, flip back one page) how many people we've got on our masthead. In fact you're probably thinking we have the most departmental editors of any magazine in history. While we're checking on that with the Guinness book folks, we've assembled, and are continuing to do so on a regular basis, an international panel of experts on all things wireless. Together with WBT's International and Technical Advisory Boards, made up of some of the leaders and visionaries of the industry, the job of those on our masthead is to help keep us on the right path. Our goal is not to cover all things wireless, but to cut through all the hype that's out there and bring you only the best and most relevant unwired news, reviews, and features. It's a goal that we're striving hard to meet and, judging by your feedback, it seems as if we're succeeding. The people we've selected to keep watch are experts in their fields. Their staying on top keeps us on top, and in turn, we keep you informed.

It is possible to cut through the hype. An editorial group as large as ours isn't the only way to sort through it all, but it sure helps. There are many great wireless products out there already, and more to come from those clearing the path for wireless nirvana in the future. Some of their hype is true, and they'll soon make their mark and be known the world over. Other companies and products might never be known outside of the industry, as their work is behind the scenes. We're here to cover them, too, because their stories are just as inspiring. As wireless technologies live up to their hype it's going to be an interesting ride. We're all on it together.

More Stories By Robert Diamond

Robert Diamond is the founder and editor-in-chief of BroadwayWorld.com, the premiere theater site on the net now receiving over 100,000 unique visitors a day. He is also the owner of Wisdom Digital Media - a leading designer of entertainment and technology web sites. He is also the lead producer on BroadwayWorld.com's consistently sold-out Joe's Pub concert series, and Standing Ovations benefit concerts. Diamond was also named one of the "Top thirty magazine industry executives under the age of 30" by Folio magazine. Robert holds a BS degree in information management and technology from the School of Information Studies at Syracuse University. Visit his blog at www.robertdiamond.com.

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