Thanks Alan
I must also ask the question ( I know the answer) as to why you send back components that will get a negative review rather than just print your review and have the brass cajones to stand by it
IMO if a manufacturer sends a product for review, that manufacturer has hopefully done due diligence on his product, so much so that once the product is sent the manufacturer agrees that a review will be published with no guarantees that it will be a favorable one
Unfortunately it comes down to your magazines subscriptions and membership. IMO there is a big difference between reviews in an online publication such as jeff's Soundstage versus a hard journal such as yours
As I said, it comes down to the reaction from the readership. Having worked on magazines that don't have an all-sugar policy, the biggest influx of 'incandescent with rage' letters and emails come from owners of the disliked product who wanted reassurance of the wisdom of their buying decision and now feel the resale price of that product has just gone down the toilet. I've even been pinned to a wall by an angry reader over 'slaughtering' his beloved cartridge (four out of five star review) at a show. The manufacturers - by and large - are not happy with a bad review, but accept it.
I have been struggling to change this in the current magazine, but as ever it's not well received by the readers. Some of this might be UK specific, in fairness. We had a decade of incredibly dogmatic magazines like The Flat Response that might have been fun to read, but made those outside the magazine's little clique feel like they were some kind of audio leper. Readers who have been with audio for a couple of decades or more are perhaps over-sensitive to negativity in reviews, as it's like opening an old wound.
Bear in mind also that the rejection process depends on whether a product is unsuitable for use or unsuitable for that reviewer. Giving a reviewer with a listening room the size of Ohio a pair of LS3/5a for review (it's been done) or a pair of Wilson Alexandrias to someone with a room 7'x10' (it's not been done.. yet) will not give results indicative of how typical buyers will use that product. Similarly, if I give a Jadis amp to someone who starts every review with 'I hate tubes almost as much as I hate the French', their own bias will cloud the issue. In those cases, I would prefer a reviewer reject a product, or pass it over for another reviewer, than unfairly destroy a product. This covers something close to 80% of the products that get rejected. Some - most - will recirculate products through the rest of the reviewers in a magazine's stable, but there are some who don't and some companies who get upset when the product is handed to reviewer X and reviewed by reviewer Y. Those ones get sent back.
A greater concern is those products that appear unsuitable for any reviewer, but still fit for purpose. The decision then is to whether run with the product or reject it. My usual reaction is to run with the product - if you can't find anyone to like it, that usually happens for good reason - but fortunately this is a relatively rare situation. Usually, this would involve a conversation with the manufacturer to try to determine 'why' the product was so poorly received. These are usually tested, but on a case-by-case basis, as they are usually the ones reviewers are most likely to be perceived to get 'wrong'.
Products that are just plain unsuitable don't come along that often, because the free market tends to cut off their oxygen long before they make it to review. Generally, such products tend to come from small start-ups that lack the R&D budget, but such reviews are seen as the magazine is picking on the little guy. More often than not, having talked the newcomer designer through the design and manufacturing processes, marketing and how a review will not necessarily and instantly kick-start their company to superstardom, fame and fortune and why sticky tar is not a good cabinet finish, I will decide not to review the product because my review will extinguish the start-up before it has a chance to start-up. In one case - that is approximately one case out of more than 2000 products - I decided not to write the review because there was no way I could word it without being sued for libel. I returned the product with a list of books on loudspeaker design that I felt the 'designer' should consider reading should he wish to continue in business. I subsequently discovered I was not the only reviewer to do that. You might view this as suppressing the little guy and protecting the industry titans (the designer certainly did), but I guess the world simply isn't ready for a crossoverless 12-way.
I would hope for due diligence on products received for reviews, but I reject more products because someone lashed together a last-minute sample for review that doesn't work than I do reject products on the basis of poor performance. Once a company submits a product for review, the company has no outcome on the nature of the review, or indeed when or whether it runs in the magazine. Some try.