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February 20, 2007

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I couldn't agree with you more, it seems the general feeling about Wine X's demise is a medium vs. message paradigm. The message was right, but he couldn’t have been more off with the primary medium he chose to communicate it. Personally I haven’t subscribed to a magazine other than Decanter and Wine Spectator in 5 years. To try add another magazine to that heavyweight category was either brave or plain stupid. I think in these days of global warming and mass deforestation, the last thing the world needs is another physical magazine. With banks and corporations going paperless and switching to electronic-statements and PDF, its not a long before the Green crowd broadens their criticism of SUV’s and gas-guzzling and focuses their critical lens on the mass-wastage caused by daily-newspapers and magazines. We live in a world that is becoming waste-conscious, and once media tools like the iPHONE, Treo and Blackberry replace the ordinary cell-phone there will soon be no excuse to not switch to digital for news and culture consumption. The only time I ever read a physical newspaper is on the subway, because I don’t have a palmtop (something I hope to change.)

As Generation X grows older, the Millenials and echo-boomers storm in. We’re linked in with friends from afar and close through digital communities and our tastes for media consumption change everyday with Digg, there’s nothing we can’t find the answer to with Wikipedia and there’s virtually nothing we can’t have access to (except wine online.) Wine X failed because it’s a magazine, and their target market is already decreasing their consumption of magazines. Mr. Roberts’ assertion that the wine industry is stuck in the eighties is rather amusing, considering he himself seems to be deeply entrenched in the nineties. Y2K never happened and whilst we spent our last days in the nineties scared of what would happen when the bios clocks hit 2000, we could never have known how drastically the world would change.

I speak for myself, but I feel that this is true amongst many other millenials: I want to be hooked in, I want to learn something new everyday, I want to exchange ideas and I want to interact with the media I use. Having grown up around the wine industry in South Africa and now being in New York as a part of this exciting industry in this rapid and exhilarating time I can’t help but feel that Mr. Roberts was wrong. There is a great opportunity out there, someone just has to have the balls and the vision to grab it and make it happen. You can’t immediately interact with a magazine. You can’t connect with other readers of similar interest with a magazine. You can’t order wine directly from a magazine. You can’t watch videos and have unlimited access to all the audio-visual you could possibly wish for with a magazine. Magazines are a static medium, and we’re an electric generation. Thus I’d have to concur with the majority of today's posts about the loss of this magazine – Wine X’s failure was due to the fact that it didn’t live up to its promises, and the Wine Industry evolved before it had the chance to…

Spot on Ruarri...

Yes.. I think that Roberts is being a crybaby.. he can't blame an industry, that while yes it seems to be slow moving, for his lack of ability in execution. It's his fault somewhere along the line. The best out of this, is those who will pick up the pieces, and build a better machine..

If you are interested in wine making then you need to do a little homework before you get started. Wine making is not

something that you can just plunge into and learn along the way, you need to do some research so that you know that you

are not missing any vital wine making steps or processes. If you do miss these wine making your wine could very well turn

out tasting like anything but wine.

Wine making is a something fun that you can do in your spare time and at the end you will have a glorious result. Wine

making is something that people tend to get hooked on because the very first batch is not usually perfect, it may taste

delicious but it will not be perfect. As you learn about wine making and as you get the wine making experience behind you

your wine will get better and better. You will undoubtedly pick up tips and tricks to help you improve your wine making

capabilities.

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