I've heard a bit in different places about Ken's comments although it's all hearsay for me at this point. From what I've gathered, though, I think I have to agree with him and the comments in this thread may indeed prove his point.
He's not talking about the number of young people coming into the hobby or the gear and its associated cost. Those points are largely irrelevant. He's talking about the fact that high-end audio (as an industry) took the path of least resistance and began marketing itself to those who had already been converted. Let's face it, to society as a whole we're a bunch of crazy old geeks and the industry supporting our hobby has latched onto that quality. The problem is that as much as we all love high-end audio the amount of money (as a percentage of our incomes) that we spend is not enough to sustain the industry. Furthermore, as we age and pass on there are fewer and fewer people to take our places.
High end audio is a luxury and should be marketed as such. I remember that when I was growing up in the 70s and 80s that one's HiFi was a big deal and a status symbol. I got into high end audio because my father went out and purchased a very nice high end system in late '79 as our new house was being completed. This was a perfectly acceptable expenditure at the time and was an almost necessary status symbol.
Unfortunately, as time went on the industry became more and more introverted and marketing began catering to those who had already been converted. The more hooked we all got and the more money we spent on audio the more we got fed an ever increasing number of more expensive products. Fast forward 20 or 30 years to the present and we are a fringe group, at best.
As time marched on and we all wanted more we all turned to the internet and the used equipment market to satisfy our cravings. Brick and mortar stores started collapsing and manufacturers started to lose the ability to have their products presented for sale. Customers lost the ability to audition before purchase. That's OK, though, as we now have access to shows where the small number of remaining dealers pair with manufacturers to show off products in less than ideal conditions. We all get together at these events and marvel at what we see and hear all the time speaking a completely foreign language to the uninitiated
Aside from those of us who have already been converted there is no hook to bring an outsider into the hobby. We all talk about better sound, but in the long run the ability to determine "better" is often beyond the capabilities of the uninitiated. Once educated and informed a newcomer will likely jump in with both feet, but there's very little out there to act as a draw for newcomers. They have to go looking for us.
Sure, home theater has taken over, but that's for very good reason and the ultimate point that I think Ken was trying to make. Home theater was marketed to the masses as something to aspire to. Advertisements and articles in non-trade publications were plentiful. General-interest television shows highlighted HT as something of the rich and famous... something that the average Joe could aspire to. This generated interest and want, which ultimately built a market.
The same can be said for other luxury goods. Take a look at the watch industry, for instance. This market has exploded over the last 10 - 15 years by marketing itself not to the watch enthusiast, but to everyone else. Sponsorships, brand ambassadors, product placement, and mainstream advertising... lots of it. That has built up an aura of exclusivity and desire which has fueled a multi-billion dollar industry; an industry that almost ceased to exist in the 70s and 80s.
Take a look at a Patek Phillipe ad... pickup any mainstream upmarket publication and you're likely to find one. It's not about the watch, it's about the allure of "caring for" the watch and passing it along to later generations. It's no longer about timekeeping and now is about creating an heirloom and a family tradition.
Now look for the high-end audio ad in the same publication...
When you do find a high end audio ad it's all about the product and how super-duper it is, but there's nothing in there to create any sort of desire to purchase for the non-initiated.
Until the industry learns how to create a draw that appeals to non-audiophiles with disposable income it will continue to limp along until it vanishes.
He's not talking about the number of young people coming into the hobby or the gear and its associated cost. Those points are largely irrelevant. He's talking about the fact that high-end audio (as an industry) took the path of least resistance and began marketing itself to those who had already been converted. Let's face it, to society as a whole we're a bunch of crazy old geeks and the industry supporting our hobby has latched onto that quality. The problem is that as much as we all love high-end audio the amount of money (as a percentage of our incomes) that we spend is not enough to sustain the industry. Furthermore, as we age and pass on there are fewer and fewer people to take our places.
High end audio is a luxury and should be marketed as such. I remember that when I was growing up in the 70s and 80s that one's HiFi was a big deal and a status symbol. I got into high end audio because my father went out and purchased a very nice high end system in late '79 as our new house was being completed. This was a perfectly acceptable expenditure at the time and was an almost necessary status symbol.
Unfortunately, as time went on the industry became more and more introverted and marketing began catering to those who had already been converted. The more hooked we all got and the more money we spent on audio the more we got fed an ever increasing number of more expensive products. Fast forward 20 or 30 years to the present and we are a fringe group, at best.
As time marched on and we all wanted more we all turned to the internet and the used equipment market to satisfy our cravings. Brick and mortar stores started collapsing and manufacturers started to lose the ability to have their products presented for sale. Customers lost the ability to audition before purchase. That's OK, though, as we now have access to shows where the small number of remaining dealers pair with manufacturers to show off products in less than ideal conditions. We all get together at these events and marvel at what we see and hear all the time speaking a completely foreign language to the uninitiated
Aside from those of us who have already been converted there is no hook to bring an outsider into the hobby. We all talk about better sound, but in the long run the ability to determine "better" is often beyond the capabilities of the uninitiated. Once educated and informed a newcomer will likely jump in with both feet, but there's very little out there to act as a draw for newcomers. They have to go looking for us.
Sure, home theater has taken over, but that's for very good reason and the ultimate point that I think Ken was trying to make. Home theater was marketed to the masses as something to aspire to. Advertisements and articles in non-trade publications were plentiful. General-interest television shows highlighted HT as something of the rich and famous... something that the average Joe could aspire to. This generated interest and want, which ultimately built a market.
The same can be said for other luxury goods. Take a look at the watch industry, for instance. This market has exploded over the last 10 - 15 years by marketing itself not to the watch enthusiast, but to everyone else. Sponsorships, brand ambassadors, product placement, and mainstream advertising... lots of it. That has built up an aura of exclusivity and desire which has fueled a multi-billion dollar industry; an industry that almost ceased to exist in the 70s and 80s.
Take a look at a Patek Phillipe ad... pickup any mainstream upmarket publication and you're likely to find one. It's not about the watch, it's about the allure of "caring for" the watch and passing it along to later generations. It's no longer about timekeeping and now is about creating an heirloom and a family tradition.
Now look for the high-end audio ad in the same publication...
When you do find a high end audio ad it's all about the product and how super-duper it is, but there's nothing in there to create any sort of desire to purchase for the non-initiated.
Until the industry learns how to create a draw that appeals to non-audiophiles with disposable income it will continue to limp along until it vanishes.
)...or maybe Ken's theory is the answer...thoughts?
