Blogs

February 12, 2017
 

Hobby Fragmentation – Death of RC?

More articles by »
Written by: Derek Buono

Hobby Fragmentation

The other day I was talking to a manufacturer who I hadn’t spoken with in a long time. It was a quick “Hey, what’s up?” call to reintroduce him to what we call “a magazine.” His reply to my asking whether he’d seen the latest issue was actually a bit shocking/fun/sad/telling. He said, “I haven’t seen, or looked at, a magazine since the internet, and it must be affecting us.”1

Do people still blame the internet for their business2 problems? I’m not sure; his answer made me laugh, but it also caused me to reflect on what really is an issue for our hobby. It isn’t that the internet has ruined “magazines”; it’s that businesses haven’t adapted to it. Let’s be real here for a minute. The internet isn’t new. It’s old news. Our magazine is a media outlet, which does include a “traditional”-style magazine but also uses the internet as a means of distribution to help bring people into the hobby. Saying what he said about magazines is like me saying “I haven’t picked up a car since they made that there video game machine!”3

Which brings me to my headline: Fragmentation. Our hobby really used to be more of a collective. Each segment was heavily invested in the media outlets available at the time: i.e., magazines.4 It’s way too expensive for a single company to try and reach the masses. Some have attempted it, but many have found out how expensive mass marketing is, and many have gone belly up because they leave the group and try to do it alone. Our hobby is small. It’s a niche. And this is why we are much stronger as a group and not as a rogue company trying to be a manufacturer, distributor, publicist, media outlet, and customer service center.5

I use Google daily, but for the topics I love that are outside of this hobby, I still turn to the magazine industry and other media to read about them, both on paper and on my iPad. Mass media is a very important part of this industry.

This isn’t a “Hey, we’re important, look at us” editorial, but it is a reminder to this industry that we need to be // work, and behave as, a group.6

1. It’s difficult for those who work in the hobby to understand that we are not our customers.
2. Always an excuse about why something else is the problem.
3. Waiting for somebody to Google your product is not a good business model. Traxxas is mainstream and still supports the industry. Smart.
4. Magazines = industry supporting media; spending money to help growth and to educate potential customers.
5. Shall we list the companies that have ditched “the core” and then failed?
6. Big splash.



About the Author

Derek Buono
Derek Buono
Derek Buono– Started in the industry as an assistant editor at RC Car Action where he spent 2 years before being recruited by Xtreme RC Cars Magazine. For the past 10 years Derek lead Xtreme RC Cars and helped double the circulation, improved editorial quality and helped lead the market in design and creativity. Derek@vrcmag.com



Advertisement
 
 

 

Hobbico / Great Planes Files Chapter 11 Bankruptcy- Do you care?

There are two main distributors in the USA that keep your hobby shop stocked, and generally control the industry as most of the products sold in the US go through either one. Over the years they’ve changed a bit. They went fr...
by Derek Buono
 

 
 

This Week In RC V4 – Pro-Line, Pavidis, Traxxas, Horizon and AE together again!

This week in RC Every week, or what Derek thinks is a week, we collect a few of the highlights from around the industry. New kits, new people, and even people getting laid off (we feel you, our entire staff was laid off from ou...
by Derek Buono
 

 
 

This Week in RC – Derek Edition V3

Every week I bring to you what I think is important, or is cool, or what I just feel like sharing with you. This week we’re all about some teasing, so new kits, some tires, and a cat video.   Pro-Line Is a Tease. If ...
by Derek Buono
 

 

 

This Week In RC – Derek Edition V2

Derek must be on Jeff’s “week” as it’s obviously been longer than 7 days (US days, not Canadian) since you got a quick recap of what caught Derek’s attention. Before something shiny catches his eye...
by Derek Buono
 

 
Free Trial of Velocity RC Cars Magazine
 

This week in RC – Derek Edition

This Week In RC We’re all lazy, so instead of you searching the internet about what’s hot in RC, I’m going to capture the week in RC. So less words is good. Let’s go. Industry Check Lawsuits are nothing ...
by Derek Buono
 

 

 

Is Scale The New Thing?

All Hail Scale I’m old. It isn’t my graying (or disappearing) hair that gives it away, though.1 It’s that I’ve been around RC since I was about 8 years old, and that makes a solid 34 years of my being, in so...
by Derek Buono
 

 



Advertisement