Mum’s the word (until it’s not)

  • Coming up. Not Brit-rocking Suede’s third album but a paradoxical nod to the future where news items wouldn’t be news were we to announce them in advance. Still, the Internet generates a furious thirst among readers for more intel: “Do you know if Brand A is working on Product X?”; “When is Product X coming?”.

    If I’ve no idea, the answer to such questions is easy: “I don’t know”. 

    However, even if I do know, the answer is still: “I don’t know”.

    To say anything else would be to betray a manufacturer’s trust, which could jeopardise receipt of future press releases and – worse – review loaners. And not just for Brand A but for Brands B and C. The hi-fi world is small and few manufacturers will trust in a correspondent shooting his mouth off to readers about forthcoming products.

    A product is announced when it is announced by the manufacturer. Until that point, readers seeking the inside word will always be met with the same three-word response: I don’t know.

    Review coverage is (mostly) different. Reviews scheduled to appear among these pages in the near future are listed here. The schedule is specified to a three-month window to avoid reader disappointment should it slip. Often we don’t know of a product’s complexity until it arrives; or where the review process might take us, especially with comparisons to other gear. Reviews are ready when they are ready. And if a product isn’t listed as coming soon, it’s review isn’t coming anytime soon.

    Further information: Coming Soon

    Written by John Darko

    John currently lives in Berlin where he creates videos and podcasts and pens written pieces for Darko.Audio. He has previously contributed to 6moons, TONEAudio, AudioStream and Stereophile.

    Darko.Audio is a member of EISA.

    Follow John on YouTube or Instagram

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