Twenty years of hi-fi publishing

By Michael Jones

December 2006

Michael Jones

In 1986 I was a naïve lad of 22, with the great idea of starting a hi-fi magazine for New Zealanders. It wasn't exactly an original notion, as Rick Barr had published a magazine in Auckland called Sound & Vision that lasted from 1985 through to early 1986 before imploding, but I wasn’t deterred.

Nor was I completely new to the world of hi-fi. My interest in music had developed into a parallel interest in the equipment for playing it, and I had joined the Wellington Audio Club a few years beforehand. Producing the club's newsletter was my first try at hi-fi writing and, as I wanted to send our newsletters out to industry people who could promote the club, my introduction to the industry in general.

Take a chance on me

So why did I start publishing a hi-fi magazine? It was 1986, remember, when a combination of the country’s free-market hyperbole and my youthful enthusiasm made almost anything seem possible. So, after dropping out of university and failing at two jobs, I decided to become a publisher. I was interested in hi-fi and, um ... it seemed like a good idea at the time! I called the new magazine Zounds.

My knowledge of printing, publishing, distribution, design, layout, photography and so on was almost zero. Looking back on it now, I'm surprised - and, in retrospect, horrified - that I took it on.

The first issue - all 12 pages of it - was surprisingly easy to put together. I can thank two people for that, one who set out to help and another whose efforts were useful.

The first was Darrell Ramsey who, with his wife Lorraine, ran Absolute Audio in Wellington. Darrell was an early advertiser in the first issue and I'm sure did some behind the scenes work to encourage industry support. I don't know where Darrell and Lorraine are these days, but if they happen to be reading this - thanks for everything.

The second was the aforementioned Rick Barr, founder of the defunct Sound & Vision magazine. Rick had no involvement whatsoever in my magazine, but he had made the hi-fi industry used to the idea of advertising. So my success is partially built upon his efforts. I've never met Rick but wherever you are, thanks.

Money money money

If I had known what I was letting myself in for, then I’m not sure I would have started.

The early days were very tough, mentally and financially. I had to quickly learn about publishing, particularly the business side. I knew nothing of setting budgets, establishing profit and losses, or the inevitable game of collecting money owed.

Summer night city

My magazine began in Wellington (Lower Hutt actually) and survived there for over three years. But most of the industry was based in Auckland, so in April 1990 I moved north to be closer to the industry I was reporting on.

Professionally, that was a great move, as I'm sure the magazine would not have survived if I had stayed down south. I'm now very much a jafa - even to the extent of writing this on my laptop while sitting in a café sipping coffee!

The name of the game

AudioEnz has been through three names in its twenty year life. In the beginning I wanted something memorable and a little different, so I reversed the "S" in "sounds" and came up with the name Zounds. This also tied in the "Z" with "Zealand". Industry pressure - "what a stupid name" was the least of it - forced me to change. (Several years later a quasi-government organization was set up under the name Soundz. I wish I had thought of that in 1986.)

So I needed to pick a new name. What was needed was something that made it clear what the magazine was about. The name also needed to include reference to video, as I could see the forthcoming home theatre boom - perhaps my only useful glimpse into the future! So the somewhat pedestrian name of AudioVideo (one word) came about in 1987.

AudioVideo magazine lasted until 1996 when changing economic conditions forced a rethink of the magazine. AudioVideo was reborn as AudioEnz - there's that New Zealand reference again - and survived in print for a couple of years. A single colour magazine, it was my best-looking production, I thought, and I still look back on those issues with fondness.

Super trouper

Several remarkable people have been involved with AudioEnz over its 20 year history

Charles Thomson was my first-ever writer, appearing in the second issue in 1987. Charles' advice and encouragement were invaluable in the early days. In recent years Charles has gone over to the "dark side", working for Wellington retailer Soundline Audio.

Marc Taddei was the principal trombonist for the New Zealand Symphony Orchestra and a rarity - a professional musician who was also an audiophile. Marc's enthusiasm and different viewpoints (he had recently arrived from the USA) was refreshing.

Andrew Fox was my first Auckland-based reviewer. Andrew undertook a lot of reviewing work with his characteristic good humour and care. Andrew also caught the Macintosh computer bug from me, eventually going on to work for Apple New Zealand.

Lloyd Macomber started writing hi-fi and music reviews a year or so after I moved up to Auckland. Lloyd was (and still is) a very talented photographer and his shots illustrated many a magazine. Lloyd has been a sounding board and great friend.

Max Christoffersen is perhaps the most remarkable character in the AudioEnz story. Writing for AudioEnz since 1998, Max started writing music reviews, went on to write articles, columns (affectionately known as "Max's bitch page") and a wealth of home theatre reviews. Throughout his time with AudioEnz Max has been a constant source of inspiration and ideas and has done so much to keep both me and the magazine going. Without Max, you would not be reading AudioEnz today.

The visitors

When I published my last print magazine in March 1998, the internet was still new to most people. I knew I could publish on the internet but couldn't devise a revenue model to pay for the costs of publishing (hosting, connections, payments to writers), let alone keep me fed and housed.

It was a couple of years before I came up with a way to pay for everything. With the immense help of Max Christoffersen, AudioEnz re-emerged as an online publication in October 2000. I had hoped that we might eventually have a readership of around 4000, but AudioEnz's readership kept growing and growing and growing. We've recently reached over 70,000 monthly visits - a far larger readership than the two recent local "tech toy" magazines have been able to achieve.

Max kept suggesting starting a forum and I kept stalling, having seen how unpleasant and unproductive many online newsgroups and forums were. Eventually, though, I purchased the very good vBulletin forum software and the AudioEnz Forums started in January 2003. We now have well over 1200 registered members and I can see that establishing a forum is one of the best things that AudioEnz has done.

Thank you for the music

Hi-fi is no use without music. I'm very proud of the music section in AudioEnz since it started back in 1988. Looking back on some early writers brings a smile - Phil Burchall (from hi-fi manufacturer Mega), the enthusiastic Ed Bonney (sadly now deceased) and the irrepressible Fred Muller.

The importance of AudioEnz's music section is shown by the web stats. The music page is always in the top five most-read pages in any given month.

When all is said and done

I was 22 when I started AudioEnz and am now 42. I keep hearing a variation of Paul McCartney's song running through my brain: "Will you still read me when I'm sixty-two?"

It's been a wild and crazy ride at times, with plenty of ups and downs along the way. Thanks to all of the writers who contributed and to the people in the hi-fi industry for their support.

And thanks to you, the reader. For without you, AudioEnz would not exist.

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