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Wednesday, May 8, 2019

When Print Was Fab

When I first started writing about beer-related topics nearly a decade ago, one of my goals was to eventually write for a nationally distributed publication.  I wanted to be part of that brotherhood, if that's the appropriate descriptor.

That didn't prove to be quite as easy as I hoped and imagined. There was a lot of competition for that work and not all that many outlets. Some of my earliest pitches happened before I started this blog in 2011, and well before Portland Beer was published in 2013.

Having a book opens doors that might not otherwise open and I suppose Portland Beer helped with that for me. That's not to say getting beer writing assignments was ever easy. It most certainly was not.

I had subscribed to Beer Advocate for several years by the time I submitted my first pitch. Planning a trip to Kauai, I pitched an article on the Kauai Beer Company, a new brewery there. This was early 2014. I had been to KBC in late 2013 and expected to visit again in the spring.

Then-editor Courtney Cox was interested in the story. But she was transitioning to a different role and there was a new editor taking over. She asked me to pitch the idea again in a month or so, after he had settled in. I was skeptical.

When I pitched the article again, I got a quick reply from incoming editor, Ben Keene. He was interested. I believe he had been to or had knowledge of the Kauai Beer Company, which is located in what is best-described as a "beer desert." We essentially agreed that visitors looking for a decent beer might be interested in a story on this brewery.

That's how I got started writing for Beer Advocate. I would go on to work with Ben on a small collection of articles covering de Garde, Bale Breaker and Cascade. The Cascade article, which wound up being a cover story, appeared as Portland was hosting the Craft Brewers Conference in 2015. That was pretty cool.

In my work with Ben Keene, I found him to be a demanding editor. He wasn't about to accept copy that wasn't well-refined and efficient. Instead, he would offer suggestions for how to improve the content or flow of an article. I seem to recall a fair bit of back and forth in that first article, but we got it dialed in and it presented well when published.

It's easy to complain when you perceive an editor being overly picky. You're getting paid by the word and a lot of writers figure they're done when they submit an article. But I never felt that way with Ben. His suggestions were always on point. He wanted every piece of information to be clear and concise. You can't argue with that. He made me a better writer, for sure.

Anyway, most who stop by here know Beer Advocate has ceased publication. I'm not sure what will become of it. Although print is being eaten alive by digital and social media, Beer Advocate might have survived with better management. The brothers who ran it were sloppy. They relied on talents like Ben and Courtney to produce quality content, but they failed to effectively manage the financial end of the business. Well, that's my take.

I stopped pitching articles after it took six months to get paid for one. It was clear to me that they were struggling financially and that I might never be paid for future articles. Sure enough, I heard rumors of writers not being paid for work submitted long ago. Soon, BA went to quarterly publication; then they announced they were shutting things down. No surprise.

One of my writing friends suggested to me that craft beer fans in general are "post-literate." Not bad, right? Because the dramatic decline of print beer publications (Oregon Beer Growler, Celebrator News, etc.) makes sense if you believe the average fan doesn't read much...or at all.

I tend to think craft beer fans are younger, more dependent on social media and digital information streams than older craft fans, who are fading into the background as I write. The industry saw that trend and has increasingly looked to newer platforms to reach prospective customers. Fine.

The demise of Beer Advocate is especially disappointing due the people and the quality of their work. I'd like to believe there's a place for traditional beer publications. But I'm not at all sure what one looks like in an industry increasingly driven by social media and short attention spans.



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