Here in PR land, we’re reflecting on the product reviews and awards we’ve secured for our clients this year. With multiple five-star ratings, numerous editor awards, and several Product of the Year accolades, we’re proud of our accomplishments—especially given the limited number of hi-fi magazines and websites, coupled with an ever-growing number of brands vying for coverage. Loudspeakers, in particular, seem to be the fastest-growing category; it feels like a new company pops up every week. Even as an industry insider, I struggle to keep up, so imagine the confusion of a first-time hi-fi buyer! That’s why reviews and awards serve as a vital guide for informed purchasing decisions.

However, making those reviews happen is no small feat. Journalists receive hundreds of pitches weekly, and securing their interest can be challenging. Thankfully, our long-standing relationships, proven track record, and excellent products give us an advantage. Once a review is confirmed, the real adventure begins—delivering the product.

In high-end audio, delivery is an art form. For instance, shipping a £5,000 turntable requires layers of foam, custom-fit crates, and more protective wrapping than you’d think possible. One of our brands had to design a special double pallet to ensure a pair of massive loudspeakers arrived unscathed. Couriers, meanwhile, face their own trials—whether braving rural roads, navigating vague addresses, or dodging territorial dogs. The worst? A courier once left a $10,000 amplifier outside a reviewer’s home, in the snow, on a particularly freezing Illinois night. Luckily, high-end hi-fi from a quality brand can survive a spot of impromptu cryotherapy.

Once the review is complete, another test begins: how will the product return? Most come back pristine, but not always. One chap used our speakers as drink and ashtray stands at a New Year’s Eve party – he’s been removed from our Christmas list.

Despite these quirks, the effort is worth it when a glowing review adds sparkle to a product’s reputation. And while Father Christmas might think he has delivery challenges, he should spare a thought for the couriers tasked with delivering chunky speakers and heavyweight amplifiers on time for Christmas issue deadlines!

Matt Tasker (Ammonite Media), November 2024