Dear Avid: New growth market suggestion - Worship/Church Ministry communications. Look at Africa ! I'm serious. The sheer amount of DVD and multi-media video turned out by these good folks constitutes a serious market niche.

Mark Job

Mark Job:

Wow ! I didn't know you thought that ?

I think I've explained myself earlier. Are the cheapest cars/clothes/computers/movies/fragrances the most profitable?

Mark Job:

I think it most definitely is a numbers game

What exactly is a numbers game, according to you?

Mark Job:

For Avid to survive

That's not my primary concern. Professional tools, tailored to my everyday needs is what I need in the long run.

Mark Job:

Avid needs to sell way more units of Media Composer

When it comes to profit, I think they'd rather sell way more units of ISIS, DS, or even NewsCutter for that matter.

Mark Job:

For Avid to survive, it really does need to turn over a much greater profit.

And to do that I believe they have no choice but to reach out to more and more users at differing levels of this business. But if they would just maintain the time honored integrity of the core workflow of the system, and provide advanced user customizable interfaces, we do not have to descend into the dungeons of mediocrity. The crappiest producer and editor on the planet can sit down at (insert your favorite ultimate NLE here) and they'll still turn out crap. And if they put a big star in it, they have crap with a star.

Job ter Burg:

What exactly is a numbers game?

Hi Job: Sorry I was unclear. I am referring to increasing the installed user base of Media Composer, as well as more units sold. I suppose one goes hand in hand with the other.

Job ter Burg:

That's not my primary concern. Professional tools, tailored to my everyday needs is what I need in the long run.

….It might become your major concern if Avid fails to increase their sales and overall profitability. If Avid goes bankrupt, then we all loose.

Mark Job

Mark Job:

If Avid goes bankrupt, then we all loose.

If Avid's products no longer suit my needs, I also have a problem.

 

I don't necessarily agree that broadening the user base is the one and only way to increase profitability.

Job,

What would you sugest?

Randall L Rike:

Avid needs short video clips right on their front page that answer this question. 

IMO Avid already has one of the best demonstrators on staff at present who would seem to be an ideal choice to put a series of these together.

TVJohn:

Job,

What would you sugest?

I would suggest making the absolute best product for those who are willing to pay for it.

 

Larry Rubin:

It may not always be what you want to put on your demo reel, but if it keeps my freelance clients happy and gets me additional work

I think the major point here is that Avid is positioned as THE industry standard choice of heavy hitters in TV and film.  For Avid, the client base that cuts wedding videos, porn, birthday videos etc is just like that project that you don't want to put on your demo reel.  They're happy to have them buy MC, but they're likely not to be featured on the Avid marketing materials.  That's it.  I don't think the guy in Topeka using one license of MC to cut a wedding video is aligned with the overall position of Avid.

I've done some pay the bills jobs too, but they're not listed on my site/resume/reel.  As others have also pointed out, it's all about positioning one's self to potential clients.

I don't think that anyone should really be bothered or offended by the fact that these low end/prosumers aren't featured in Avid marketing.  If you're shooting a video for a company you're not going to use the testimonials where people complain about the way they were treated.  You're also not going to show messy facilities with trash cans overflowing.  It's the same reason we shave/bathe/comb our hair before meeting with clients.   

Hahah Birthday Party!

".. IMO Avid already has one of the best demonstrators on staff at present who would seem to be an ideal choice to put a series of these together ..."

It's not the demo guys, it's the whole philosophy about Marketing.  Meanwhile, it might add pizzazz or credability to use other talent.

Kenton.VanNatten:

I've done some pay the bills jobs too, but they're not listed on my site/resume/reel.

Hi Kenton: You are putting a spin on pay the bills jobs as if they are somehow the nasty little tricks we must do to get us by, but we hope our main customers don't find out we also do on the side. These are not the sort of jobs we boutique operators are talking about. My own industrial video jobs are not anything I would be regretful to show to other clients per se. 

Kenton.VanNatten:

For Avid, the client base that cuts wedding videos, porn, birthday videos etc is just like that project that you don't want to put on your demo reel.

…No fair ! You put cutting porn in the same bag as wedding and birthday videos.

Kenton.VanNatten:

I don't think the guy in Topeka using one license of MC to cut a wedding video is aligned with the overall position of Avid.

….Why not ? The man in Topeka is just as important to Avid's overall success as James Cameron is. Wedding videos are a noble market, and there are many of those type of Mom and Pop companies in existence.

Kenton.VanNatten:

If you're shooting a video for a company you're not going to use the testimonials where people complain about the way they were treated.

….Why would anyone use such a video ? Such an example would certainly not constitute a testimonial. Marketing is just like the farmer who sows seed to reap a crop. You reap what you sow.

Kenton.VanNatten:

You're also not going to show messy facilities with trash cans overflowing.

…This is not the reality of a small to mid sized post operation.

Kenton.VanNatten:

It's the same reason we shave/bathe/comb our hair before meeting with clients.   

…..Kenton ! Are you serious !….

Mark Job

Mark Job:

You are putting a spin on pay the bills jobs as if they are somehow the nasty little tricks we must do to get us by, but we hope our main customers don't find out we also do on the side.

That was actually expanded from something Larry said:

Larry Rubin:

Paying work is paying work. It may not always be what you want to put on your demo reel

My overall point is that no matter what you do or what segment you're in, if you are serious about your work and getting new work, you will always strive to put your best foot forward and "show off" a bit of the best of what you have done.  We all do that because it says to our potential clients that we are professionals who take our work seriously and in turn we will take their needs for the project seriously.  At the end of the day that's it.  

So, again, Avid featuring top editors and enterprise clients in their marketing doesn't rub me wrong at all.  They are giving a sample of the best of what has been done using their products.  No harm in that.  If they started featuring more prosumer and event videographers etc, as it would cause me concern and confustion at the direction the company might be taking.  

You are also implying that I am discounting the existence of mom and pop video companies, I am not.  What I am saying is that the Avid website and printed materials is not wrong for not featuring an article about the first dance scene from Jenny and Timmy's wedding video.  The wedding and event video segment is very large yes, but for me, I'd rather hear how Chris Innis (editor on Hurt Locker) created the feeling and tension in the movie.  

You're not going to convince me that having John from Topeka interviewed about his wedding video business is going to make a student with interest in a post-production career say "wow, I need to get Avid Media Composer so I can do that!"

 

Kenton.VanNatten:

My overall point is that no matter what you do or what segment you're in, if you are serious about your work and getting new work, you will always strive to put your best foot forward and "show off" a bit of the best of what you have done.  We all do that because it says to our potential clients that we are professionals who take our work seriously and in turn we will take their needs for the project seriously.  At the end of the day that's it.

….True. I completely agree with that.

Kenton.VanNatten:

If they started featuring more prosumer and event videographers etc, as it would cause me concern and confustion at the direction the company might be taking.

….I agree to disagree with you on this point. I think not every editor has the same goals for their career or business direction. Profitability of course.

Kenton.VanNatten:

You are also implying that I am discounting the existence of mom and pop video companies, I am not.

….No that's not my point at all. I am concerned you may be regarding the Mom & Pop operators as "lower class," or somehow "Second rate," which they certainly are not in my analysis. There are many editors out there who really are not trying to win the Academy Award. Personally, I am indeed trying to win the Academy Award, but I have to come down from Mount Zion and live day to day with the people.

Kenton.VanNatten:

ou're not going to convince me that having John from Topeka interviewed about his wedding video business is going to make a student with interest in a post-production career say "wow, I need to get Avid Media Composer so I can do that!"

…Indeed, but you are going to convince those who serve the event and wedding video markets of the merits of MC by showing them.

Mark Job

Mark Job:

Work is work man !

Exactly!  So why does it matter to the individual how Avid goes about marketing it's products?  I have far greater respect for a man that builds a company specializing in industrial safety videos than I do for some kid that has worked on one indy film for two years and still lives with his parents.  The same can be said for building a successful wedding video business or any other niche business.   Building a successful business involves a great deal of risk, hard work and perseverance. 

 

Mark Job:

 

Work is work man !

Yes!.  And the work is what matters.  When I evaluate editorial ability, what's on their resume is irrelevant.  It's what's on the reel (the work) that matters.  

 

If it's the work that matters, there's no point in getting bent out of shape over a perceived snub by the Avid marketing department.  You sound like you're young and full of pride.  That's fine and well, but don't let your pride affect your mindset.  I'm far past young and full of pride.  I love cutting on Avid and I want the company to prosper so I can continue to cut on Avid.  That said, if Avid goes belly up next week I'll switch over to Premiere, FCP or anything else as long as I can continue to edit and tell stories.   I have a better chance of getting struck by lightning than I do of editing an Academy award winning film.  Does it bother me that Avid focuses on these Academy Award editors in an effort to market their product?  Absolutely not.  I'm blessed to make my living doing something I enjoy.   Relax and enjoy the ride, life goes by quickly.