
by John Wanderscheid
A big part of what I do at Aperion is to handle media relations and reviews. Our PR agency, MacKenzie Marketing helps us manage our review process and does all the leg work setting up press meetings at trade shows. They also do the difficult job of finding editors to review our product. In our industry, this is a bit more challenging than it sounds. There are just a handful of audio and video publications and more than 450 speaker companies. Needless to say there is a lot of competition for editorial space. While nobody readily admits it, a good portion of that editorial space is allocated to advertisers. This leaves just a bit of space for the rest of us.
So, in order to get their attention, you need a product that is unique, in-demand and really speaks to a market. Many times, we get our foot in the door because of our unique business model and the high value of our product. As a result, we have been incredibly fortunate to garner many very positive reviews. This isn’t by accident. When we develop new products, the number one priority is sound quality, because at the end of the day if the speakers don’t sound great, it doesn’t matter if they look cool or have a really low price. The next priority is that the product must live up to our high fit and finish standards. You are going to put a lot of these things in your home so it is important that they look good in your living space. Finally, the speakers must be a tremendous value.
The new 632 bookshelf speakers are a great example of this philosophy. About 18 months ago, we started work on a new 6.5” tower & bookshelf speaker with the goal of providing the best performing speakers in their category. Over a period of about 4 months, we critically listened to all the best bookshelf speakers in the $500 - $2000 price category. After extensive listening, we selected two reference models priced in the $1,500 range. Neither was perfect but they gave us a good jumping off point where we could say, we like the bass response of “speaker A” but would like a bit more midrange. The result of this research culminated in two new speakers – the 632 bookshelf speaker and the 633 tower speaker.
It always brings a smile to my face when I see a product come full circle from concept to completion culminating in the first industry review. The 632’s have made this long journey and the most recent review is in a brand new Audiophile publication called Tone Audio. Tone is a new FREE magazine that is only available online as a PDF download. The book is beautiful and it features a complete range of audiophile products. Jeff Dorgay has been reviewing audio for over 25 years and has written for all the major audiophile magazines. He is well respected in the industry and here is what he has to say about the 632’s…“We are too new to hand out Editor’s Choice awards, but if we were, these would win hands down. I have heard a lot of inexpensive speakers over the last 25 years, but these are the best I’ve run across. I can’t recommend them highly enough if you are a beginning audiophile or want a second system somewhere. If you don’t like them, you can get your money back; there isn’t a better value than this!”
This week we will be taking our new products to the Rocky Mountain Audiofest in Denver. We are expecting a warm welcome along with some slack jaws when we share the prices. If you are in Denver, join us at the show September 30 th – October 2 nd. If not, schedule your own totally risk-free audition and give Aperion speakers the once over in your audio room or home theater. If they aren’t for you, you can always send them back and we will even pay the freight.
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