Blog: NAB Day Whatever - New Perspectives on Old Business
With the show wrapping up and my body shutting down, I've been thinking about the stuff I've seen and people I've talked to at this year's show. This is the first year I've been covering the show in a full on press capacity (meaning sitting down with a number of vendors to get the story straight from them) and it's been great fun. It's also offered another perspective to me as a show attendee, maybe the clearest one about the industry overall I've had so far.
This is my third NAB. My first year was a learning experience where I did educational classes. Last year I blogged a bit and worked as an exhibitor. This year's press interviews meant I was covering a lot of ground and talking to a lot of people about a lot of things. And I'll be posting a lot more about what I've found over the next couple of weeks, by the way.
A common theme I found this year was that everyone was excited but not really about anything in particular. When I spoke to companies one on one, I asked if they had heard about anything cool I should check out. They are admittedly focused on their own products and business and are obviously excited about those things, but besides the camera offerings from Blackmagic and AJA, there wasn't much else to the conversation.
Same with attendees. No big news beyond the few Monday announcements. A lot of people I talked to felt that traffic in general was light in general. I have no idea if that's true, but it didn't seem quite so crowded on Monday morning to me either. By Wednesday, however, I couldn't tell if the south hall was friggin' hot or if I had a fever. Who thinks to pack a thermometer in their bag to Vegas?
One small company I spoke to said he realized that having a booth presence at NAB meant he was investing a lot of time and money into a week where he got limited exposure to a lot of people who didn't really need his service. Instead of wrapping the year around the artificial deadline of releasing new stuff for NAB, he's invested in web advertising and releases new stuff whenever he feels like it or whenever his customers ask for it -- and he claims many other small companies are starting to follow the lead.
On the other side, I talked with another vendor who probably won't be ditching their booth presence anytime soon. They also mentioned they've seen the value in not letting NAB dictate their product releases. The industry calls for changes to be made and updates to be sent out on a flexible basis and the Internet makes all that easier all the time. There is a far greater value in delivering things throughout the year than making a smash at NAB because responsiveness is valued over showmanship.
Judging by the booth traffic in the major vendor booths near the front of the south hall -- Grass Valley, Adobe, Blackmagic -- NAB certainly isn't dying off. This is not a sky is falling NAB is dying article. That's not my jam. There's still relevance to a trade show. People like to shake hands, one on one training is valuable, and plenty of business is done in Vegas this week. But companies of all sizes are seeing the value of letting their product cycles be flexible instead of fighting the other thousand press releases hitting this week, or the other hundred booths around them for attention.
I learned a lot this week, but most of what I learned came from bigger companies in the front half of the south hall. There's a lot going on besides cameras and NLEs, a whole side of post and production technology that barely touches my world. The deeper infrastructure that makes the world go 'round seems mostly unaffected by anything other than a push to be smaller and more efficient, which has been the main goal of technology for only about a hundred years or so.
So here's what I'm gonna do. I'm gonna go home, determine if I've been afflicted with the rhinovirus or something that needs heavy artillery, get my $&%^ together, and tell you more about the awesome stuff I found and talked about -- collaboration near and far, stories of people I met, and yeah, I found some ladies at NAB I'd like to tell you about.