Back in July 1994, I was asked to write a piece for a magazine called Marketing Computers about this subject. By then I had spent more than eight years looking at computer products, mostly networking and communications hardware and software. I recently thought about this piece when I was conducting a review for Network World and had so many vendors refuse to participate. Here is the first of ten points that I made in the article:
Set up and manage a real program with budget, staff and collaterals for trade magazine reviews. Don’t try to compete with your actual customers for getting product to the reviewers: set aside a line-item in your marketing budget to purchase your own product for reviewers and maintain your own inventory.
And this ancient column also served as the basis for a more modern talk that I gave at a 2014 Product Camp Unconference here.