everybody's reading it

Ken Auletta explains in his article “Critical Mass: Everyone Listens to Walter Mossberg” how Mossberg’s column in the Wall Street Journal has, over the years, earned him the esteemed reputation he now holds as a technology reviewer. His expertise and consistency of his writing has created a trusted and powerful influence in the world of consumers. It seems as though Mossberg knows how to work the market by doing exactly that—writing for the consumer and the experience of the product rather than for the product itself. I am willing to bet that it is difficult to develop a foothold in the technological world as it changes so fast, so writing and reviewing it must require a proficiency and familiarity with technology that puts you at an advantage much further than simply good writing would take you. As Mossberg says, “The good part about writing about technology is that you never run out of ideas, because it’s changing so fast. The bad part is that it’s changing so fast that there’s a million new products and ideas every day and every week.”