I hope everyone had a great Thanksgiving and is enjoying the Holiday season so far!
Now seems like a good time to talk about some things that are happening behind the scenes.
Comment Moderation
There has been a concerning increase in spam and trolling comments from first-time commentors, with some appearing to be bots or written with AI prompts.
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We have a presidential election coming up in 11 months. NO POLITICS. If you disagree with another commentor’s statement or opinion, try to be civil.
More stringent moderation policies will affect first-time commentors more than regulars, but I still expect a certain level of decorum from everyone. I don’t want to have to lock potentially controversial comments sections.
I’m Not Selling
I recently received a poorly written mail from a company that buys long-established product review websites and turns them into generic content farm garbage. This was maybe the third acquisition email I received this year.
I am not at all interested in selling, but this reminded me that times have changed, and there are some things I’ve been meaning to talk about.
Increased Competition
ToolGuyd is now competing with huge media organizations that are constantly flooding Google search pages with tool “reviews” and “buying guides” written by their “content experts.”
CNN, Forbes, Good Housekeeping, CNET, and all types of other media sites are now producing tool content. It wouldn’t be so bad, competing with outlets like these, if they weren’t just putting out a lot of noise.
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That’s probably also why media companies have been building up networks of product-focused channel acquisitions.
I don’t plan to follow any trends, but I’ll be continuously working to ensure ToolGuyd remains a strong signal above all that noise.
Press and Media Efforts are Disappearing
I strive for ToolGuyd to be timely and thorough.
Some major brands have been great about product communications, while others transitioned to hype-focused social media and influencer marketing. That’s making it more difficult to be timely or thorough, let alone both.
Brand M is the gold standard when it comes to PR and media relations. They send press releases, fact sheets, and new product alerts in a timely manner, and answer reasonable questions quickly, competently, and comprehensively. They’ll connect me to a product manager if insights cannot be easily conveyed via email. When available and fitting, they’re usually willing and able to send a product sample for testing and review consideration, and with zero obligations, requirements, or influences. They have never retaliated against me for negativity or any other reason.
Brand M – keep doing what you’re doing!
On the other side of the scale, there’s Brand X, which announces new products via paid and partnered social media influencer reviews, and might – if I’m lucky or extremely persistent – send me a deficient press release much later. Their influencer marketing firm ignores product questions until or unless I email a higher-up brand contact, and are unwilling or unable to provide test samples because they’ve already “seeded” influencers.
Earlier this year, Brand X paid for influencer hype reviews, but they couldn’t bother to send over a press release or product information. So, I sourced what I could from a product sheet I found online and proceeded with a post.
A Brand X VP called me, and complained that I didn’t have all of the facts.
They also said a particular feature would only make sense after I used the tool myself.
Months later, Brand X sent a half-baked press release with just three marketing points copied straight off the website.
The brand provided zero press/media resources, but got mad that I didn’t come to them before writing my post.
What to do About it?
Back in 2013, I developed guidelines on how to fairly meet brands halfway as part of productive media relationships.
At the time, a major incident made me realize that I work with people, and if I expect those people to answer my questions, process sample requests, or help answer readers’ questions or other needs, I had to be consistent in giving them that opportunity.
I sought to treat brands in the same way as the magazines and other channels they were accustomed to working with, and it benefited everyone – the brands, ToolGuyd, and readers, at least for a while.
It didn’t require all that effort either. If say I receive an image of a leaked product via social media, my guideline encourage me to hold off for official details. Or, if a product claim doesn’t make sense or seems inflated, I ask for clarification or details, and incorporate both my concerns and the response in a post.
But now, a lot of brands are no longer meeting ToolGuyd halfway, to the disservice of its needs and readers.
It’s not retaliation, but a shift towards influencer marketing, and I suppose I and ToolGuyd don’t act the part enough.
So, I will be testing a new policy for 2024.
If a brand wants ToolGuyd’s press/media-type coverage or cooperation, fair resources (information or test samples) need to be available in a reasonably timely manner, coinciding with (or preceding) their own or paid influencer content.
If I discover a new tool or product via paid or partnered influencer content, consumer newsletters, retailer postings, or brands’ social media channels, I’ll ask my questions in the post itself.
This sounds reasonable, right?
I’m tired of the double standard. If a brand cannot provide a press kit when their paid influencer hype content goes live, they cannot complain that I posted about the product before “having all the facts.” It’s on them to provide those facts in a timely manner.
I value timely information and insights. Companies typically value being able to answer questions and address concerns.
If information is not timely, or test samples aren’t available because funds and resources were given to paid or partnered influencer reviews, why should I still give them opportunities to answer questions or address concerns?
Sometimes, I’ll wait, and wait, and wait, and those media resources – a press release or test sample – never arrive. I ask again, and “oh, we’re done seeding those products.”
It’s brands’ prerogative to pick and choose which channels and influencers they pay, partner, or work with.
But when I don’t ask questions or give brands an opportunity for input, there are usually calls from VPs and managers complaining that I didn’t give them a chance to provide input, answer questions, or include a statement.
I have objected to this over the years – multiple times to several brands – and I’m done.
My 2013 guidelines were developed to meet people halfway. I sought to treat brands and media contacts in as journalistic a manner as I could. New guidelines are necessary, as an increasing number of brands no longer meet ToolGuyd’s needs or standards.
So, my cooperation is no longer unconditional. If a major brand wants press/media privileges and treatment, they need to provide press/media resources or support.
The policy reflects how I’ve responded to some brands, and I’m simply making it formal. There are some brands I have friendly communications with, but that’s not enough for a functional media relationship.
I don’t need any tool brand to assist with timely and thorough information and insights, or product test samples, but it’s usually better for everyone.
Press/media relationships need to be mutually beneficial. That’s something I realized in 2013, and it’s still true today. With some of these brands, I’ve been objecting for a while, and nothing has improved. So, I’m finally adapting to the new way of doing things.
Do you think the new policy is fair? If not, I’m open to suggestions.
A W
Sounds more than fair to me.
Thank you Stuart, for being an above board, trustworthy source of information. Your character and integrity has made Toolguyd one of the few websites I check on a daily basis.
Ben
Couldn’t have said it better myself. Completely agree.
Dave
Thanks Stuart! Great job!
AlexK
I agree as well. Look forward to reading first thing in the morning and after work. Not only do I like all you do, Stuart, but I enjoy the familiarity and knowledge of the regulars that comment.
Stuart
Thanks, I try!
Rog
There’s truly no other tool site I trust beyond this one. Not even some of the once reputable old guard. Keep at it, Stuart.
Ken
Same here. This is the only website I visit for tool news. And I ignore YouTube’s suggested tool influencer videos with “99% don’t know this” clickbait thumbnails and shallow, biased tool coverage. The only channel that has any tool news/reviews that I watch is Torque Test Channel.
Aside from ToolGuyd, I’m not aware of another source that provides tool industry news. And I also appreciate the lack of political tripe that is every-freaking-where.
Keep it up, Stuart.
ITCD
I feel the same way on all counts. Come here, get news, have some water cooler chat that is thankfully lacking in politics, and enjoy my passion.
Rob H
Thank you for not selling (out.) It is nice to have a reliable place to go and get tool-related news and information.
fred
Exactly my thoughts. Stuart also adds a lot by trying to stay unbiased and objective – and doesn’t seem afraid to allow discussion from those who add to or even disagree with his perspectives. Because of the seemingly diverse readership and comments that ToolGuyd garners – this may be the closest thing to a refereed journal for what’s new in the tool world. I keep coming back – not only because of what I perceive as Stuart’s journalistic integrity – but also to learn from others. While it may be in vain, I hope that tool company marketing “gurus” take note of what’s being said here and realize that there may be several different viable paths to promoting their products beyond using “influencer” shills.
Eric
Well said! Totally agree.
Jared
How far are you going to chase them for information? I’d rather hear about the products sooner, with the information you have, than cross my fingers and hope it comes out eventually.
I can hardly believe the switch to influencer marketing. It seems like that might get eyeballs – but actual sales? Who is buying tools because they saw it on Tiktok?
Stuart
That’s my point – I’m done chasing.
If a brand can’t meet me at a midpoint, I’m calling it as I see it from where I’m standing.
They don’t have to, but then they have zero justification in complaining I didn’t give them fair opportunity to chime in.
Social media numbers can be impressive, but there’s not a lot of sales potential unless you have HUGE audience and fully adopt an influencer type of approach.
There is definitely value in social media, but as part of a marketing strategy.
Some brands are simply really bad at providing information, and I’ll chase after them a little bit, but only so far. Those brands might send an alert but miss the most important part, and it’ll be accompanied by images the size of a postage stamp.
S
That’s the point though. Any company wants their new widget to be released to glowing praise.
No company wants to spend months/years developing something new only for the first public review to highlight it’s negative attributes.
But it also highlights what an echo chamber product development has become. Reviewers are terrified of giving negative opinions for fear of getting dropped from future reviews. Companies only select reviewers that give positive reviews.
And eventually, we have companies like Makita. A shadow of its former self, no direction into the future, a rapidly shrinking and forgotten market share, with every important person shrugging at what went wrong.
Honesty in reviews is important, just as having clear lines of communication are to end users that pay to use the product–many end users will happily buy a product themselves and then drag it behind their own vehicle just to prove a point if necessary.
Steve L
Home Depot reported 2023 revenue of $154 billion. Lowes $97 billion. That doesn’t provide an annual sales number for the categories covered by ToolGuyd but it is in the billions.
So there is a lot of money floating around in tools and that will attract some organizations (CNN reviews shop vacs!) to publish fluff to earn some.
Stuart, you have done a good job defining what ToolGuyd is and what it should do. You have created a service delivering high value to a knowledgeable customer base. I am certain deciding what to do it hasn’t always been easy and there will be more tough choices ahead.
Your internal compass has guided you well, so keep doing what you have been doing.
Thank you.
Stuart
Thank you, I appreciate that!
Still, internal compasses can be faulty, hence the need for an external calibration check. (I love analogies!)
Times change, and adaptation is definitely required, as evident by the blogs and magazines that no longer exist today, but there’s no rulebook or roadmap.
15 years later, I’m stilling making things up as I go along.
kman
I can understand using paid influencers and maybe not providiing test samples to undpaid ones (although I think generally they should if it is within their budget) but why not answer questions and provide information to other sites like yours? It sounds as if they are hiding something or afraid of something. The more they communicate with the public the better if they have a good product.
Why do you think they are not providing you with at least information about their new products? I do not think it is laziness or overlooking something. I think it is intentional but I want your thoughts on why.
Stuart
Brands are usually happy to answer questions, but it’s too late. Let’s say I covered video games instead of tools. Is there any benefit in talking about a video game trailer or concept art when full game reviews were already published weeks or months earlier?
S
Personally, I’d rather read an honest review 6 months later than an influencer ‘review’ on release day.
TomD
Exactly – there’s product announcements which are based on company supplied materials, and actual reviews, which are based on using and potentially even dissecting the product.
I expect announcements to be a bit fluffy and aspirational; reviews I want to be able to trust are level-headed and detailed.
You even see things like “first thoughts” and “year looking back retrospective”.
I certainly have tools that I reviewed highly in purchase but now consider merely good (for me) and others that I thought were OK and are now main staples.
I also personally have different opinions of how brands should be able to reply based on their market segment. Professional brands like M are rightly held to a much higher standard than brand H at the local box store. A mediocre response from M disappoints even if the same response from H would be considered exceptionally good.
Samuel VDot
The new policy sounds more than fair. Not everyone who will buy a tool or product is watching paid/sponsored partnerships on social media. I don’t recall seeing any influencer posts about tools in my feeds as I spend limited time on those platforms and probably don’t follow (m)any tool brands. I do check this website nearly daily to learn and see deals. I appreciate the knowledge behind the information and reviews found here on ToolGuyd. Thank you for sharing.
Smokey
Ever think about partnering with some known Youtubers? Would be good to hear some of their reviews in print with more pictures, maybe leads to more assistance from the brands that would rather send their products to IG Thots.
Torque Test Channel is growing like a champ, that would be a cool collab, and he collabs with some of the more automotive focused YT channels which is a little lacking on the site. There’s a bunch of woodworkers with their new Temu videos up too, could be an option. Also seeing pros and cons from multiple people on the same product in one plaxe would be awesome.
My 2¢
Stuart
I once saw a huge YouTuber struggling with a terrible router. So, I connected them with a brand, advocated that the brand send them the tool, and never so much got a thank you.
Collabs are fun, but won’t help with this.
This isn’t a huge problem that needs fixing, as much as it’s an objective policy that makes decisions for me.
“I saw influencer reviews on social media. Can you send over a press release?” “Oh, something, something, 4 months from now.” Door to press/media cooperation closes.
“Are you able to provide a test sample?” “Well, we’re done seeding influencer review samples right, can we talk in a few months?” Door to press/media cooperation closes.
A lot of the chasing around trying to get answers or insights consumes a lot more time than it used to.
It’s messy. Having a clear policy simplifies things.
Michael Hammer
Shouldn’t they be called guydlines?
Brian
I post in hopes that Brand M and Brand X read not just your article but the responses of people like me who appreciate and utilize your site on a regular basis. I found you’re page a number of years ago when researching tools, I was looking at purchasing. Since then, I rely on toolguyd.com for product reviews, comparisons, new products and sales. I don’t give a @#$% about influencers and hype; I want cold hard facts and if there is any opinion then it should be well tempered with experience that gives useful insight and logical comparisons. For professionals like myself and serious handman types, ToolGuyD has more usable content than a hundred “Influencers”. For myself I will continue to read this site and recomended it to friends and colleagues.
Joe E.
I don’t think you’re asking for too much here.
With that being said, thank you for everything you do. ToolGuyd is my favorite website to visit on a daily basis. I very much appreciate the content.
Frank D
I cannot stand many of the old or especially new “ review “ websites nor stand most of the social influencers – including several that M contracts with to end up with positive coverage on YT – YUK! … not enough insight, too little substance … overall way too much fluff + content optimization and link referral bs …
Keep doing what you do best, Stuart
Jp
You are a rare calibur of honest person indeed. I never liked influencers, but my dislike has grown exponentially. Easy money wins over most. I believe your payoff will be enduring. Influencers fail. People see through them. This fad will pass. For many industries influences work. When people are not happy with a tool during an actual build/remodel, it will be known. They will call out the BS, especially if there is lost revenue or other missed opportunities. Keep doing what you are doing.
Scott K
Your guidelines are more than fair and reasonable. You have always done a great job of sharing accurate information, honest reviews, and meaningful recommendations. It’s in the best interest of brands to maintain a positive relationship and that goes both ways. They can’t expect worthwhile coverage if they aren’t willing to put forth the same effort. I would hope that this extreme focus on influencers and social media is peaking and the pendulum swings back. I’ve noticed the change over time – I used to follow some tool (lol) influencers on Instagram until I deleted the app almost two years ago. They provide coverage but few offered much substance. I noticed some seemed to start to heavily push certain brands that ToolGuyd didn’t view as positively which was a turnoff. I’m no longer lured in by clickbait reviews and lists.
Regarding some of the names you mentioned- is Good Housekeeping no longer reliable? I wouldn’t go there or to Wirecutter for tool reviews, but I thought they were supposed to have a methodical approach to recommendations.
Scott K
I tend to like Wirecutter to help me sort through the insane number of options for some product categories. I also like that they consider value and typically have an upgrade and budget pick. OutdoorGearLab has some good reviews as well but they tend to skew expensive as they usually recommend the best which most people don’t need for a weekend camping trip.
ToolGuyd is unique in that you offer news, reviews, and recommendations. I do wish you shared more about the projects you take on.
Yup, its me
If I may add, please. Call out by name the companies who do this, its the only way they are going to learn. I bet it won’t hurt the following here at all, and will only help you in the long run. Keep up the good work.
Koko The Talking Ape
I agree. It’s not libel if it’s truth.
And we need more truth around here.
Thanks, Stuart, for all you do.
Lyle
I was also going to add that you should out the companies with poor behavior.
Brandon
Yes please let us know which companies are good to work with and which companies aren’t. I’m guessing the good ones would also be better to work with on warranty claims or replacing missing/damaged parts on new items if needed.
I look forward to receiving the “What’s New on ToolGuyd” email every day.
Keep up the good work!
TonyT
Yes. You are way more than fair and patient to companies (and to difficult or clueless commentators). I would have a much shorter fuse.
Saulac
Google search result are now full of shopping “results”. I said “result” because they are not even based on any sale/popularity/review…they are straight up product placements.
Josh Walters
Thanks Stuart, your covering of deals/sales remains the best I’ve found even across multiple products that my lack of impulse control follow, especially when. You highlight “product X regularly sells for Y so this is/isn’t a great deal.
Mike
I’m a fan of this policy. It’s not unfair and you’re open about it, so no valid claims of surprise.
As you’re hearing in the replies to this post and many others, you’ve created a corner of the internet where people can get good, measured information and, if they ask reasonable questions, they’ll usually get a timely, helpful answer either from you or someone else.
You’ve got something great here and it seems like this policy will make it even better or less stressful for you.
Thanks for all you do.
James
Not the best tool website. The best website. I learn so much here from you and others. Keep it up. Signal strong.
Stuart
Thanks! I like to think my “run it like I read it” policy is at least partially responsible for that!
Don
Man, pretty eye opening. Thanks for being diligent with this and for having integrity, it’s rare these days.
Brian
I suspect that, apropos your “Increased competition” point, the fact that your site is all human-written will be increasingly important, *if* there becomes a way to prove it in a way that is used in ranking (perhaps similar to the proposal to use metadata to flag AI vs non-AI images). Otherwise, the quick tool review sites are going to become even more common as they fill with AI content. Just as an example of how easy this would be even with today’s AI, I ran “Write an in depth expert review of a Ryobi ratcheting crowbar” [which presumably will never exist] through the free version of chatGPT. It generated something that could trick many users and search engines well enough to get clicks and thus ad views:
[redacted]
Stuart
That definitely read a lot like the “reviews” I’ve been seeing. I removed it for brevity and to avoid hosting any AI content if even reader-generated.
Brian
Makes sense — I was worried about the length.
Michael F
Not only do I think you’re being completely fair in the new policy, I think you should call out companies that refuse to give adequate press material in leu of paid influencers on social media. For one, not everyone on TikTok and Shorts even understand those cool tool shorts they’re seeing are paid advertising. For two, readers may be interested to know the buffoonery going on at Tool Brand X. My personal guess is that it’s Makita, and I really hope they can get it together.
Stuart
What some brands do with influencers or other reviewers isn’t my concern unless it puts ToolGuyd at a disadvantage.
Brands have no obligation to provide press or media resources, but ToolGuyd has no obligation to provide press or media treatment.
The problem isn’t that brands refuse cooperation (just one); but that they cannot, or they only welcome cooperation in ways that don’t benefit ToolGuyd or its readers.
James Vis
You are being more than fair, more than patient.
I found your site only a few years ago but visit almost daily for helpful and useful tool information.
I don’t really appreciate influencer “reviews” as they don’t really provide useful information, but I know that I will find useful information here… including the comments on many posts.
Please keep it up.
Christian Reed (REEKON)
Speaking from the brand side, keep doing what you do Stuart. If big companies with dedicated teams cant be bothered to reach out to you with simple product details for one of the only great tool review sites then there is likely bigger internal problems. As a company that heavily leverages social media, nothing comes close to the SEO of a website when people actually look for a review. Social influencers are great for hype but most dont make YouTube video which are the most searchable later on and through the lifetime of a product.
Stuart
Thanks, I appreciate it!
For the first couple of years, I learned a lot from PR, media, and marketing professionals who were accustomed to working with print magazines and other more formal media organizations.
A few brands got better with PR and marketing over the years, many have not.
Lyle
Your policies sound more than fair. I come here because you’re fair, ethical, and your reader base (and therefore your commenter base) is very experienced. I feel like the benefits of the comments from your community are second to none. So many of us learn from the advise and experience of our fellow readers. How many of us look forward to hearing what Fred has to say?
Stuart_T
I totally concur with the strong applause for this website. In addition, the feedback is usually from experienced professionals (sometimes with LONG experience, like “fred”), which is unlikely in mass media reviews. Relying on CNN, Forbes, Good Housekeeping, CNET etc. is kind of like shopping in the “tool section” of Walmart 😬. And “influencers”? The term makes me cringe.
Being retired and thus a full-time amateur handyman I don’t buy a lot of tools now, often picking up solid old ones with “experience”, but I do check in here regularly to see what’s on offer, knowing that I’ll get good advice and often learning something new in the bargain.
What’s not to like?
SamR
I suggest making a TikTok for every new tool, ending it with a ToolGudy score, and referring to ToolGudy’s website. Many people will follow, and tool companies will comply because SM departments are in control. Everything is about shore span, and sadly, that’s the game. It is risky, but you have a good follower base that cares about tools for actual use.
RpmRob
I don’t buy a tool that I don’t check with the toolguyd first. As a homeowner/DIYer your content is both instructive and informative. The fact that a non-professional checks this website almost every day and finds it an interesting read is a testament to your writing ability and content creation. Keep up the good work.
AlexG
Thanks for the Hard work im usually just a lurker, but this is the only website I use for buying tools, any other website just feels like paid promotion to me. Thank you
Todd
I am relatively new to the website, but by no means new to the world of reviews. I use to use YouTube exclusively for “influencer” reviews, but as of late there have been so bias and skewed to help the manufacturer.
In the short time I have used the site, I have been able to make so informed purchases with your help and the community! I still watch influencers videos here and there, but your site stays open all the time and I check it through out the day.
I just want to say, thank you for not selling out, please keep up with the top notch content! Also, I appreciate the communities input, which is equally as helpful!
Farmerguy
I dislike influencer marketing but it fits the trendy “flashy, quick splash into 45 second attention spans triggering a click to buy the low price point impulse buy and forgetting just as quickly when it performs poorly and is discarded into our throwaway society’s trash pile just to repeat the cycle” habits of today’s consumers. Companies see the 3 minute article read as a lost sale of 3 more widgets or jeopardize the sale of even the one because it really has a flaw if the consumer thinks about it for a minute. Why I also rarely venture through Amazon these days. Curated quality is so lacking in our world.
I don’t fault the companies’ focus on maximum sales but do fault them for unfocusing on openness to media filling the nuanced reviews. The slippery slope is them producing more and more flash for less and less quality. Toolguyd is doing right in meeting them and the previously set meeting point. Don’t bend morals or ethics to their demonstrated desires.
Matt
Completely agree, and look forward to the coverage. It will also be nice to (likely) be able to pick out which brands are being cool and which aren’t – especially as I read more than just this site and it’s tougher than ever before to weed out the real from the bs.
Just another reason why I check and search through this site as my primary resource before purchasing.
Stuart
It’s not about highlighting the communications or cooperative failings of some tool brands, but about standardizing my response and treatment in an objective manner.
AP
Nicely done, Stuart, thank you!
Mike C
Stuart, you set the gold standard in the way you execute this site both in content and in integrity/transparency. Have learned a lot from the content and this community since finding you a few years back – keep it up!
Jack S
I reiterate all of the positive comments above. I’m amazed how you do what you do and appreciate it. I have given up on most of the so-called “experts” with their tool reviews (blah-blah-blah) and wasting my time most of the time. Rather, you and your esteemed followers have my respect and therefore my following. Thank you.
smoothness
Stuart,
Thank you for committing to non-partisan, long-form articles for the “average” technically-minded individual.
It’s too bad that some brands are willing to risk bad optics by throwing “long-form” blogs and other “antiquated” social media by the wayside. Unfortunately, influencers are “free” spokespeople that provide the views/engagement numbers that sales and marketing so desperately need to keep their jobs.
Is the hivemind so quick to forget the dumpster fire of sidebar ads on Facebook and Google? To your credit, Toolguyd is one of the few sites I have white-listed.
Hopefully brands will recognize your journalistic integrity and treat you better in the future.
Mike
There is no good reason for that media/press kit about a new announcement not being easily findable on the company’s website. That’s what their website is for. And those press announcements should stay on their website for at least a year, even if they have new products announced after, so that you can reference that information later if you need to. I got this straight from news journalists many years ago, and it’s even more applicable now. Web space is cheap, and that info is just a small part of a huge website.
So even if they don’t send it to you, you should be able to find the info. I would expect the influencers to be linking back to something where potential buyers can find more info.
Stuart
To be fair, press releases and such have greatly decreases efficacy these days.
But then what am I supposed to do? Ask 20 questions about every product every brand “seeds” paid/partnered influencers with, or announces via their social media with an image and 2-sentence caption?
That’s a LOT more work.
Some brands have had high turnover in recent years, and it’s a hassle to deal with junior level marketers that are only accustomed to working with influencers.
I’m shifting the burden back to brands. If they want me to ask questions or rely on them for info, they have to be more forthcoming with resources in a timely manner.
Whether it’s influencer reviews or brands’ social media announcements, there’s usually a whole lot of “wow, whoa, amazing” but no links, no specs, no details, no substance. It requires several rounds of Q&A – at the least.
The biggest annoyance is that if I skip the Q&A – if even possible or available – there’s a chance of complaints or retaliation.
Ignoring all of this, there’s a separate issue in how a lot of brands don’t know how to issue a press release or product announcement.
Sometimes those brands will hire a 3rd party firm, but a lot of 3rd party firms don’t know what they’re doing either. It’s really shocking how ineffectual and amateur some of them are.
Steve
Thank you, Stuart, forge, on and stay the course with integrity.
Bob+Hinden
All sounds reasonable to me. I will keep reading your site every day.
John804
That’s a great plan and policy, and I appreciate the transparency.
This is the primary site I go to for tool reviews and news because of the quality you put out. I don’t trust and frankly don’t pay much attention to “reviews” or product placement on YouTube or other social media sites.
Please keep at it! Your site is great!
Stuart
As a reader/viewer/buyer, my approach is to look for information and insights, and not so much recommendations until or unless I have grown to trust a source.
That’s how I approach ToolGuyd content too. I don’t want anyone to buy something because I said it’s good, I seek to provide what you need to know to make such determinations for yourself.
Joe
This all seems very reasonable. If you do post an article, you can always do it like news outlets and note when you reached out to them and there was no response. Maybe it creates some public accountability to treat you more as a partner in building awareness for their products.
Stuart
With high turnover, increasing opaque marketing and communications structures, and sometimes the complete absence of PR/press contacts, there’s no one to ask questions to.
Other times, there’s someone I can ask questions to, but how many questions am I expected to ask in the wake of paid/partnered review content?
Jim Felt
Stuart.
The vast majority of your Followers here are clearly behind the integrity of your site principles.
Don’t change a darn thing.
As my late dad loved to say “if it ain’t broke don’t fix it”. And while he normally spoke much more elegantly the thought carries through to this sometimes benighted era perfectly.
Oh. And “good job well done” too.
Ken
Personally, I’d love to see a post from Stuart that categorized tool brands by degree of investment in influencer marketing. I don’t see this is a hit piece – just facts. If a brand believes that their customers should be influenced rather than educated then be open about it.
Stuart
That’s not easy.
Some brands never did much PR, but woke up and gave influencer marketing a try.
To repeat myself:
Brand M is the gold standard when it comes to PR and media relations. They send press releases, fact sheets, and new product alerts in a timely manner, and answer reasonable questions quickly, competently, and comprehensively. They’ll connect me to a product manager if insights cannot be easily conveyed via email. When available and fitting, they’re usually willing and able to send a product sample for testing and review consideration, and with zero obligations, requirements, or influences. They have never retaliated against me for negativity or any other reason.
Brand M also does a fair bit if influencer marketing, and from what I can tell it’s all above board.
There are critics and sometimes assumptions, but the brand goes to great lengths to do right by everyone.
There’s another brand that seems to be trying to do right after making a few years of mistakes, but they’re just… bad at it.
Another brand’s approach was extremely disadvantageous and somewhat amateurish, but it seems they’re trying to meet my needs.
One major brand isn’t perfect, but they have been excellent to work with throughout the years.
There’s really no benefit in naming names except in the context of examples to follow.
Michael V
CORE ITEM RESPONSE: Some major brands have been great about product communications, while others transitioned to hype-focused social media and influencer marketing. That’s making it more difficult to be timely or thorough, let alone both.
• I do wish you would politely identify the non-responders, passively? Example: I’ve requested more info and haven’t heard a response in 7 days…etc. If they “suck” for you, they will suck for us.
• Your response to Big Corp. America/Brands, Influencers, etc.
o You are doing excellent. We “trust” you because we can tell by your responses and OUR own experiences with tools, their authenticity. UBU.
• I’m not in the construction/electrical/mechanical industries. I’m just a boring suburban dad who grew up with absolutely crappy tools and afterwards learned that excellent tools and maintenance makes a world of difference.
• Your audience “is” the “influencers”, I’m sure we are consulted on thousands of purchases, and we do a lot of Xmas stocking stuffers.
• Your Posse: This audience has a lot of knowledge on tools and experience with their legitimacy.
• HUMOR: 3 yrs. in I just realized “Tool Guyd” translates to “Guide” when said out loud…
Merry Xmas
Stuart
That’s the plan.
If I cannot be as timely or thorough in a post as I’d like, and it’s because a brand was exclusionary or inept, I point fingers. I’ll be doing this more.
I usually draw a line as to how few details or little information is enough for a post, and that bar is going to go lower for the sake of improved timeliness.
What most people don’t realize is that the average number of regular commentors is a very small fraction of the average number of readers.
So when I point fingers and say “this brand have paid/partnered reviews or social media announcements up but couldn’t be bothered to send a press release,” there’s a good chance I’ll get a phone call or email about the matter. Promises are made, information is shared, and then they do the same thing again, or there’s high turnover and the same thing happens again with the new contact(s).
Ha – yes, it’s Tool “Guide.”
Next, you’ll look at the logo and realize the hammer is backwards, and you’ll never be able to unsee it.
Merry Xmas to you too and Happy Holidays to everyone!
DrDoug
Some (a large number) of years ago, I did work with some guys who thought that holding a 25lb sledge out at arms length and seeing if you could “gently” touch it to your nose, was a fun thing… The backwards hammer logo makes me think about that every time I see it, and gives me a chuckle…
And great work on the site, your updated policies and general approach. Another very appreciative reader!
Bill Clay
Don’t feel bad, it took me a while of calling the site “tool-guy-d” before it clicked that the pronunciation was “tool-guide”. Duh.
Steve
I still love the “NO POLITICS” stance and wish everyone who operates media sites and channels outside of political issues would do this. Thank you for your site being an escape from all that fighting and always staying focused on what we come here for. It’s increasingly harder to find.
I totally sympathize on your stance with the brands that don’t want to meet you half way and like your new plan.
Keep up the good work Stu, we appreciate it.
Tiny
Not even much of a tool user tbh, but find the site useful, the reviews interesting and your approach civil and enjoyable. Thank you
Chuck McB
Stuart, I expected no less of you. In my book, you are the gold standard, and as AW said, yours are one of the few websites I check on a daily basis. I have learned a lot here, both from you and from people who comment on here. Influencers and their hype leave a bad taste in my mouth, as does political posts. Great job keeping the site what it is. Your new approach seems very fair, both to you and to brand whatever.
I have one gripe though – because of ToolGuyd, I have, through the years, bought WAY TOO MANY tools! Thank you for that!
Merry Christmas, Happy Holidays and everything of the best to you and your readers.
Stuart
Influencer content is part of product conversations these days. All I’m saying is that it shouldn’t be the entirety of brands’ strategies.
Thanks – Merry Christmas and Happy Holidays to you too!!
eddie sky
Its not like an Ohio brother and sister act with flex behind them. Its not like a nubs tuber that has sponsors like audio-ear products, but does use its sponsors products and not shove down viewers throats. And its not like the dozens of influencers that each have $4000 Sawstops in their workshops or formed a making mob of wood working, metal shapers into their own “teaching for a fee” website…ironic that many started out on youtube then, expanded to no longer include youtube audience that made them who they are…instead become pay-per-influencer. And the chinesium pushers…nope.
I’m glad you are still here and you aren’t the influencer (shill) type. And for the comments that some provide other sources of brands I’ve never thought of or know of (to the commenters that are cool, keep it up!).
But yeah, companies (I hate marketing folks…they have an angle to their wallet) are looking at how to saturate, inundate with least effort-so let’s outsource to their influencers…because look at all the followers…its like a cult. of. idiots.
I want information and I will judge the QC, along with others. Too many fake reviews. Too many “endorsements” and “NDAs” that are making false statements of items.
Stuart
Oh, I can very much be the influencer type, I just want to make sure I’m not forced into that way of doing things as a rule rather than fun sidebar.
Walt Bordett
Your policy is fair and I support your change to respond to the current conditions.
Facts and actual experience with the products and their support are what matters. We are drowning in hype and unqualified reviews.
Equally important in this space is the high quality of many of the comments with substantial actual experience with products and brands. So, keep actively moderating and we will all benefit from the continuing posts of knowledgeable users.
I champion your emphasis on civility. All of us need to work on spreading kindness and civility in our communities. We used to know how to disagree with someone without being disagreeable.
Stuart
It’s not just about civility; there are tons of first-timer comments that just don’t contribute to the discussion conversation.
There’s a lot of soapboxing, ranting, trolling, and shilling. If the topic is about a Husky mechanics tool chest at Home Depot, a first-timer comment about hammers at Lowe’s is going to be rejected.
I have also been seeing a lot of politics being baked into otherwise reasonable commentary, and have been cracking down on that too.
William
Toolguyd is a site I check almost daily. It’s fantastic. However, I rarely use it for tool reviews. Rather, I use it for tool news and just staying aware of what’s going on. As a contractor and custom cabinet maker, I think tool reviews are best done by people with professional working experience using tools. I love A Concord Carpenter/Tool Box Buzz’s content on tool reviews and head to head tests.
If reviewing a tool, I really want to hear the bad parts of a tool. As example, Rockler’s miter fold dado stack. They do a lot of influencer marketing but not one of them actually identified certain nuances you had to consider when using the blade.
I’d like to hear more about new tool releases. Even just a “hey, look at this new tool that exists.” DeWalt and Milwaukee have lots of pretty esoteric tools for specific applications that don’t show up on standard store shelves or site and certainly don’t show up on influences channels.
Sj
Stewart, I am new to Toolguyd this fall. I look for reliable information on tools and feel I get it from you. I appreciate the fact you do not tell me what is the best and what to buy. You let the facts presented speak. I have learned a lot about the tool industry from you. Answering questions for example: why are the new pliers and channel locks rusting, my older ones of this brand never did. Then by reading articles on industry news and finding out who owns the company and where the tools are made and noticing the quality has been degraded. See the information you provided gave me more insight as to what the industry is doing. I for one appreciate you and what the services you provide and realize at times guide lines have to be reviewed. In my book an influencer is trying to push me to buy into their ideas, whether they are in my best interests or not.
Jason. W
Stuart for president!
Johnez
My suggestion when you get a VP or manager on the phone is to send them the link to this post, and direct them to the comment section for a wake up call on what customers actually want. To Brand X-Many are gullible and easily swayed, however the mechanics and pros working on HVAC, cars, houses, and machinery couldn’t give a rat turd what some splashy click bait or thumbnail claims. We just want good tools. You cannot buy credibility and trust, you cannot “influence” your way to a rock solid business, and if you withhold critical information to be examined by trustworthy journalists, your tools are simply going to be ignored by the vast majority of pros. The pros that have to buy tools repeatedly. It’s really easy to ignore “influencers” btw, they make it quite obvious LOL.
Stuart-keep up the good work!
Champs
As much as I generally hate middlemen, I’m as frustrated as anybody with the way that brands have bypassed the media and gone directly to users through social media, etc. Evidently they intend gain business through ads and doing cool stuff more so than making it, which seems to be the economy we live under, though it is beyond me why anybody wants all their interests shuffled into a single feed with their cousins’ vacation photos, silly dances, funny pet videos, etc.
Whatever it bodes for the future, thank you for your focus and standing up for journalism.