By on September 6, 2011


There are three roads for auto writers.

The first is the ‘golden’ road. You simply buy or test drive a car with no string attached. Consumer Reports and guerrilla reviewers who ‘test drive’ at the dealership are the recipients of this honor.

The second is the ‘reality’  road. You use the press fleets and go to sponsored events. It cost less. But you realize the shiny happy PR people are going to try to twist your arm.

Most successful journalists start at  the guerrilla side of number one and end up at number two.

But there are a ‘chosen few’  who embrace a third road… the mouthpiece road. Who knows? If you can shill and ‘build’ your relationships, you may just end up with a Maserati.


The Robb Report has always interested me when I was in college. Why? Because I could not find one negative word about any product published within it.

Take this excerpt from a recent Maserati review from the Robb Report.

The new Maserati GranTurismo Convertible (www.maserati.us)—the first four-seat convertible in the company’s nearly 100-year history—is a brilliant adaptation of the GranTurismo coupe, sacrificing nothing in translation but the hard top. In fact, its canvas top, which may be the most elegantly integrated of any convertible, preserves the glorious Pininfarina profile of the GT while offering all the excitement and style that matters to top-down drivers. This is an imposing—and long—car, with a wheelbase that offers ample room for rear-seat passengers and a comfortable ride worthy of any true GT. But when driving is the order of the day, the convertible delivers like its stablemate. Though not as sports-oriented as the S Automatic, the convertible shares that car’s 4.7-liter V-8 engine and benefits from a specially tuned exhaust that, when engaged in Sport mode, produces a note more seductive than any the Sirens might have sung. As with other Maseratis, this car can be specified according to the owner’s personal taste, making this already rare sight even rarer.

—Robert Ross

Who is Robert Ross? Well he’s this guy.

 

 

 

Who also happened to write this copy for Maserati of North America. Editor’s note: Please take particular attention to the infantile swipes at Porsche at the very beginning.

“Having owned a number of Porsche 911 coupes, Robert was looking for a change. “The 996 was a great utensil. I call it a toaster car, you use it every day until it breaks, and then you throw it away,” he told us. “I considered getting a 997 Porsche – but I wanted something a little more… interesting, soulful, comfortable, stylish, and, in Los Angeles, you see about 20 Porsches a day.”

Ouch! Really? Is this backhand snobbish criticism warranted? It apparently is if you want to play balls with Maserati. Adverbs, adjectives, and bad metaphors be damned, writing ad copy can yield to one healthy payday if you’re an auto journalist.

But what about the big score? The one that gets you the boys and their toys.  Well… To get to play that Italian piccolo you need to take it one step further.

You have to create your own ‘consulting firm’. One that just so happens to receive healthy monetary inducements from your manufacturer of choice.

The senior creative team of Robert Ross and Roland Madrid bring 35 years combined experience to corporate identity, brand management, advertising, marketing, publishing, and Web creative. Current clients in the aircraft, automotive, and luxury goods sectors include Hawker Beechcraft, Maserati, and Far Niente.

A symbiotic relationship? A love affair between writer and manufacturer? In the business and political world we have a simple name for these people: lobbyists. In the automotive world, besides writing the obligatory deceptive review, they serve one other fiendish and manipulative purpose.

To help the paid ‘lobbyist’  loosen the purse strings of the ‘sponsor’ whenever it comes to the final edit for articles printed in ‘the publication’.

How do they do that? Well, that’s quite easy. Just take the recommendations of your employees who actually review the products and… if they don’t work… just toss them in the proverbial riff-raff bag.

As one reviewer from the Robb Report put it.

“Maseratis were usually part of our “Car of the Year” competition too… And they would often finish in last or 2nd-to-last place in ballot voting, but somehow Maserati always finished much higher in the feature story.”

How much higher? Fifth? Second? Perhaps high enough for Robert Ross to make enough money from his well lubricated ‘consulting business’ to buy his very own Maserati?

It turns out Robert Ross achieved the double orgasm of jerking Maserati and his well rewarded ride in the same ad copy.

His meal: A great New York steak and a good cabernet.

His TV show: I don’t own a TV.

His movie: Fellini’s Satyricon.

His book: Against the Grain, by Joris-Karl Huysmans

His hobbies: Collector cars and Old Master prints.

New Place he would most like to visit: The Maserati factory. (You don’t say!)

Place to which he most likes to return: The California desert: Death Valley.

His heroes: Leonardo da Vinci, Albrecht Dürer, and JS Bach.

His preferred alternative profession: Keyboard player.

And come to think of it, he does look like a bit like a relic from the days of ELO. 

If he lost his Maserati and had to replace it with something else: The only viable replacement would be a Ferrari Maranello or 599 GTB.

What? No Porsche?

 His Maserati:

Drum roll please…

A 2006 GranSport personalized through the Officine Alfieri Maserati Program

Huh? Really? Who woulda thunk?

Now wait. I am not so much bothered about Mr. Ross getting a used Maserati. It beats the hell out of a Tercel.

But what I don’t understand is where the line is. You write. You consult. You published. You ‘serve’  your client through a subsidiary. Where does it end?

Quite happily it turns out.  Rob Ross got himself a ‘personalized’ 2006 Grand Sport. Who personalized it? God forbid we think too hard about the answer to that question.

The truth of the matter is that when it comes to professional lobbying the rewards are always mutual. Come to think of it, you can marry money in this business after all.

NOTE: We realize this article is begging for a comment from someone at Maserati about why they would use an agency with such an obvious conflict of interest. Consider our comments section to be an invitation for Maserati to respond to this situation.

Get the latest TTAC e-Newsletter!

32 Comments on “Hammer Time: The Thrill Of The Shill...”


  • avatar
    GS650G

    All the plush writing in the world won’t make the Maz a better car, although it might loosen purse strings a bit from the well to do.
    Anyone that can afford one of these deserves to own one.

    As for Bob, I don’t know him from anyone and could care less how he acquires his rides. But clearly reviews with his name on the top are missing some disclosures. His employers in the literary world should reconsider using him.

    • 0 avatar
      VespaFitz

      But the Robb Report isn’t a publication that reviews anything.

      There’s not even a hit of journalistic integrity there. Just because it’s printed on paper doesn’t mean that the publication is some kind of a journal of record.

      The Robb Report and the DuPont Registry are just glossy brochures for people who would like to be rich someday.

      • 0 avatar
        gessvt

        +1. I’d like to see the demographics of their readership. Until then, I believe it is “12 year old boy who walked into Barnes and Noble with his mom”.

      • 0 avatar
        tekdemon

        Now now, I don’t remember picking up a copy until I was at least 13 and surely it was at a newspaper stand.
        But then again in theory I’ll be able to afford one of these in a decade or so, so maybe they’re in it for the long, really, really, long run.
        Not that I’d be likely to buy a Maserati, but still.

    • 0 avatar
      BigDuke6

      “As for Bob, I don’t know him from anyone and could care less how he acquires his rides. But clearly reviews with his name on the top are missing some disclosures. His employers in the literary world should reconsider using him.”

      How much do you care?

      If you care about something, even just a little bit, then you could care less than you do care. If you are trying to be clever and cute about expressing your utter lack of concern regarding whatever matter or idea is being discussed, then you couldn’t care less. If you have been confused by nonsensical justifications for saying “I could care less” when “couldn’t” is meant, reread the sentences preceding this one as many times as necessary.

      • 0 avatar
        GS650G

        Sigh –
        let’s read what I expressed, I don’t care how he acquired his ride. That’s it. End. Finite.

        You on the other hand seem to be taken with me not caring. Bored today?

  • avatar
    segfault

    “Consider our comments section to be an invitation for Maserati to respond to this situation.”

    *crickets chirping*

  • avatar
    slance66

    I’ve never seen Consumer Reports review a Maserati. Is this slimy? Sure. Unethical? Probably. But since anybody who can buy one of these cars doesn’t rely on a review anyway, does it matter?

    When I see a dishonest review of a Jetta, Focus, Fit, Elantra, etc., I’ll be concerned that someone will be coaxed into spending some substantial portion of their hard earned income unwisely. Reviews of supercars are just advertising and entertainment. What kind of a fool would buy a Maserati instead of a Porsche based on what this dingleberry says?

  • avatar
    Astigmatism

    “[Maserati] says there was nothing personal about [everyone other tan the Robb Report]‘s exile. ‘One of the key questions we ask is whether a reviewer writes for a demographic that can afford a [Maserati],’ he says.”

  • avatar
    belfagor

    Bob, Maserati just called. The want the keys back. Sorry-

  • avatar
    pharmer

    “His TV show: I don’t own a TV.

    His movie: Fellini’s Satyricon.”

    Oh wow…this kind of stuff just makes me cringe. Personal branding, I guess. The man thinks very highly of himself.

  • avatar
    Zackman

    How can I get either my (if it still exists), or another Goldwood Yellow 1964 Chevy Impala SS convertible back without spending any of my own money?

    While I admire the Maserati Quattroporte, I certainly don’t have the income to match! Looks like I need to stay with Chevy or Ford…

  • avatar
    Advance_92

    That magazine’s been around forever, highlighting luxury items. It’s usually found in some grimy garage waiting room, and about two years out of date. I didn’t think anyone took that magazine seriously other than people who pay a lot of money for cigars.

    But it looks like you can make a good living printing it…

    • 0 avatar
      CarPerson

      Wife had a mag subscription that went defunct so they switched her over to Robb. Two dozen ads for way, way, way overpriced wristwatches. Cigars, fountain pens, bling, and goofy sport coats very well represented too.

  • avatar
    DearS

    It is what it is. Those buying cars need to wake up from their dream. In the real world you won’t get an honest response, no matter how hard you work for your money. I don’t feel so sorry for people being tricked anymore, as much as for them wanting life to be something its not. The truth will set you free car buyers, but coming to know the truth hurts (not the truth itself).

  • avatar
    mdensch

    “There are three roads for auto writers.”

    Probably more accurate to say there are three roads for auto reviewers. There are also those who write about cars, automotive culture, automotive news, history, events, etc., but don’t review cars.

    I do pity the fool who relies on auto reviews, regardless the source, when making a buying decision.

  • avatar
    vbofw

    Quite off-topic, but Robert Ross very closely resembles my grandma.

  • avatar
    belfagor

    and his hair is getting longer by the hour, kind of like Pinocchio’s nose

    http://www.plaxo.com/directory/profile/154620034451/d51c0d46/Robert/Ross

  • avatar
    Educator(of teachers)Dan

    I’m SHOCKED, SHOCKED I TELL YA!

    No not really. Buyer beware. Good advice 2000 years ago, good advice now.

  • avatar
    turbobrick

    Personalized with a inscription on the steering wheel that reads (in Italian): “Never forget who your soul belongs to”.

  • avatar
    daviel

    “Whose bread I eat, his song I sing”

  • avatar

    I’ve tried to sell out but so far nobody’s buying.

  • avatar
    captainapex

    Steven,
    Which road did you take? Seems like you have a personal issue with Bob Ross and are wasting our time bitching and moaning. Heres a tip stick to cars and don’t waste our time trying to vent your personal issues… We’re your readers not your therapists.

  • avatar
    bevo

    Gives a slightly different meaning to the expression “Slob on Rob(b)”

  • avatar
    DeadWeight

    The biggest tools who I have ever worked with (in an unspecified, much-maligned white collar profession) have undoubtedly been the recently ‘officed’ ones with copies of the Robb Report on their desks, who really have read through portions of it in their downtime with aspirational, open eyes.

    However, this only appears to be a phase that strikes newly minted members of my profession, who actually hail from less advantageous economic backgrounds than others, and the ‘toolery’ inevitably wears off by age 35ish to 38ish, at the very latest.

    By the time most members of my profession reach partner, they don’t even think about the triviality that is contained within or represented by The Robb Report; They are already too busy trying to balance family obligations, work & client obligations, save their money for future important things like college tuition for their children or retirement for themselves, and community service (and since I’m being completely honest, at least in part to drum up business or maintain business ties).

    The Robb Report is a giant FAO Schwarz Catalog for pre-maturity professionals. The wealthiest, most professionally successful and personal life-work life balanced members at my rather large workplace drive vehicles that are far more likely to be recommended for reliability and safety by Consumer Reports, and a few of them don’t even own a vehicle, taking public transportation to work, and asking co-workers for rides home when working occasional late nights (and some of these people could afford to buy any vehicle praised within the Robb Report many times over, with cash, without any serious damage to their bank balance).

    The Robb Report is akin to

  • avatar
    msquare

    You know where you see the Robb Report and duPont Registry? Major League Baseball clubhouses (what baseball folks call locker rooms). And on coffee tables near the couches in the middle of the room, not necessarily in player stalls. My favorite instance is the pile of high-end watch catalogs in the Yankee clubhouse.

    You’re less likely to see them in the locker rooms of other pro sports teams only because they tend to have their practice facilities off-site and don’t spend that much time in the game venues. But the demographic is perfect – young, new money. But I don’t see too many Maseratis in player parking lots.


Back to TopLeave a Reply

You must be logged in to post a comment.

Subscribe without commenting

Recent Comments

New Car Research

Get a Free Dealer Quote

Staff

  • Authors

  • Brendan McAleer, Canada
  • Marcelo De Vasconcellos, Brazil
  • Matthias Gasnier, Australia
  • W. Christian 'Mental' Ward, Abu Dhabi
  • Mark Stevenson, Canada
  • Faisal Ali Khan, India