Jalopnik Declares War On Embargoes — And It's A War They Will Win

Jack Baruth
by Jack Baruth

In a rather terse and self-consciously matter-of-fact column released earlier today, Jalopnik’s Matt Hardigree drew a line in the sand: the website will not honor any product embargoes not related to new-car drive events and opportunities. He’s careful to point out that it’s business advantages, not ethical considerations, underlying the change in policy.

To the PR people in their metaphorical ivory towers who consider Jalopnik to be nothing but a heavily-JavaScripted sewer for mouth-breathing teenagers, bronys, unemployed Millennials living at home with their parents, and euphoric-fedora-wearing forever-alone virgins who were perma-banned from “9GAG” for failing to meet that site’s minimum IQ requirements, Mr. Hardigree’s decision probably appears to warrant no action other than taking all Gawker-domain email addresses off pre-packaged product communication. The serenity with which they will do so probably closely approximates what the last Brachiosaurus felt as he calmly chewed the first of the day’s ten thousand leaves while watching a bright flash streak across the morning sky, and for about the same reason: their ability to see the future stops at the hindbrain. In the long run, however, everybody will suffer — or almost everybody, including you.


Let’s start by considering the idea of the “embargo”. On the face of it, an auto-journalism embargo is straight-up ridiculous. A car manufacturer decides that they are going to pick a date to release new information about a car. After the date is set, the manufacturer contacts the media and provides them information in a staggered fashion so that everybody has a chance to put said information in front of their customer at about the same time.

It’s at times like these that auto-journalism’s origins — infomercial broadsheets published by manufacturers themselves — are most plainly apparent. In the case of the Mustang, Ford decided that AutoWeek would be “first” and that other sources would follow. This amounts to a direct financial subsidy to AutoWeek, who would theoretically see a substantial rise in circulation with an exclusive new Mustang on the cover. Think about that for a moment. Ford has some power here that can be measured in dollars. If Ford would agree to give exclusive Mustang photos to my personal website, I could look forward to a million-plus hits on that website — and even at ten bucks per thousand hits on the advertising, that would be enough to buy myself something nice.

The new-Mustang pie is big enough to cut into a few different pieces, so other news sources, such as TIME, were invited to participate as well. Had everybody played nice, come New Mustang Day you would have been surrounded by images of the car. It would amount to near-total saturation, reaching nearly everybody who is even dimly interested in automobiles. And if everything had gone properly, the rising tide would have lifted all boats according to Ford’s desires. Insofar as most people can think in a six-month or one-year timeframe, even people who write about cars for a living, it’s safe to assume that a desire to get a starring role in the Mustang review has been on the minds of many people in the business for a while now. Note, for example, that TTAC didn’t receive any embargoed Mustang information ahead of time. We’ll be attending tomorrow’s global reveal meeting in Dearborn, however.

All of this worked perfectly well for decades, until — you guessed it, the World Wide Web. We now live in an era where photos taken at auto shows can be instantly uploaded to websites within minutes, or even seconds with the new Wi-Fi SD cards. (Ironically, the first time I met Mr. Hardigree he was running Compact Flash cards between some rather nonplussed freelance photographers and Ray Wert’s press-room staff at the Detroit Auto Show. He’s always been ahead of the curve, I suppose.) It’s now common for an embargo to be broken on the Web, followed by a flood of reposts and links and whatnot as everybody works at top speed to maximize the clicks before they dry up.

As Mr. Hardigree rather astutely notes in his article, the mechanism of the embargo means that Jalopnik and TTAC are free to publish images of the AutoWeek front cover, even as AutoWeek themselves are unable to do so because they have a signed agreement with Ford explicitly disallowing that behavior. The big bucks that AW was supposed to have made off the embargo will be made elsewhere.

Meanwhile, TIME appears to have completely disregarded the embargo. Presumably, they are unfamiliar with the idea of holding “news” until the subject feels they are ready to have the news printed. Not that TIME is above all sorts of idiocy peculiar to their own brand of “journalism”, but I digress. The bottom line is that the people who played by the rules in the embargo will not benefit.

Which, in the long run, removes any reason to participate in embargoes. As much as AutoWeek doesn’t want to get their news from Matt Hardigree, they like watching him run photos of their own magazine that they, in turn, are unable to publish even less. Better to have a situation where everybody grabs the news at the same time and publishes it as quickly as they can.

And that’s where Mr. Hardigree and Jalopnik come in. Nobody does immediate news like Gawker does. They’re as ruthlessly optimized for that particularly reductionist purpose as a Great White shark. When everybody is free to publish immediately, then the organization that operates with the lowest drag wins. The end of the embargo era will be the Last Trump that signifies the complete ascendancy of the Web over the print rag in the automotive-enthusiast world.

From an ethical perspective, this is brilliant. It will mean the end of the cozy relationships, although Mr. Hardigree’s note that he will respect new-car drive embargoes shows that he won’t go any further in pursuit of transparency than the end of a road paved with buttered bread. It will level the playing field between the Big Guys and the Little Guys, which is a good thing. It will remove the manufacturers’ ability to dangle something ahead of the magazines that looks less like a carrot and more like an actual pinata full of cash. Let’s welcome our new insect overlords, shall we?

Yet you, the reader, will find the era of fast-news only slightly more satisfying than a shopping-mall food court. It means that from now until the end of time you’ll get your information about cars filtered through some intern who has limited education, limited talent, limited resources, and a twenty-minute time limit to get it done — with fifteen minutes being nice if you can do it, Jeremy, you know we value the fastest, most hyperbolic writers here at BigBlogCorp. Ironically, the opening sentence of the Jalopnik article bears the unmissable signs of first-draft writing. Get it done, get it out, get it over with.

Faced with the end of their ability to be anything but last to the party, I’m hoping that the magazines will choose being best as an alternative. That they (hey! we! have I mentioned that I write occasionally for the most awesome magazine this side of Black Tail?) will elevate the craftsmanship, the beauty, the truth of what is presented to you on the printed page. That we will all look forward to each issue of our chosen airline companion with the proverbial bated breath, knowing that what we’re about to read will be more carefully composed and thoroughly researched than anything we ever read on the front page of any blog, including this one.

It’s a tough mission, and not everybody will come back from it — but to be shot down in the pursuit of excellence is worthy of admiration itself, and surely the view from one’s parachute, of the filthy masses screaming and Spiderman-picture-posting and “shitposting” all over each other, will have a grisly beauty all its own.

Jack Baruth
Jack Baruth

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  • Doug-g Doug-g on Dec 05, 2013

    " euphoric-fedora-wearing forever-alone virgins who were perma-banned from “9GAG” for failing to meet that site’s minimum IQ requirements" That comment both hurt and offended. I've received a couple of warnings over at 9GAG, but I have never been perma-banned! You need to research things before you start talking vial smack about people. I think you're just bitter because you're pale and live in Ohio.

  • Cornelius Attenborough Cornelius Attenborough on Dec 06, 2013

    Why are you babies griping about embargos? Apple, Google, and Microsoft have press conference several times a year to debut new products and software. Most of the media outlets get the information at the same time and post it asap (some even live blog the events). If automakers didn't show the car early, and just had press conferences; would that end the crying about embargos? I didn't understand the arrogance of the Jalopnik editorial. They prove they are independent by not attending a secret press conference?

  • Wolfwagen Is it me or have auto shows just turned to meh? To me, there isn't much excitement anymore. it's like we have hit a second malaise era. Every new vehicle is some cookie-cutter CUV. No cutting-edge designs. No talk of any great powertrains, or technological achievements. It's sort of expected with the push to EVs but there is no news on that front either. No new battery tech, no new charging tech. Nothing.
  • CanadaCraig You can just imagine how quickly the tires are going to wear out on a 5,800 lbs AWD 2024 Dodge Charger.
  • Luke42 I tried FSD for a month in December 2022 on my Model Y and wasn’t impressed.The building-blocks were amazing but sum of the all of those amazing parts was about as useful as Honda Sensing in terms of reducing the driver’s workload.I have a list of fixes I need to see in Autopilot before I blow another $200 renting FSD. But I will try it for free for a month.I would love it if FSD v12 lived up to the hype and my mind were changed. But I have no reason to believe I might be wrong at this point, based on the reviews I’ve read so far. [shrug]. I’m sure I’ll have more to say about it once I get to test it.
  • FormerFF We bought three new and one used car last year, so we won't be visiting any showrooms this year unless a meteor hits one of them. Sorry to hear that Mini has terminated the manual transmission, a Mini could be a fun car to drive with a stick.It appears that 2025 is going to see a significant decrease in the number of models that can be had with a stick. The used car we bought is a Mk 7 GTI with a six speed manual, and my younger daughter and I are enjoying it quite a lot. We'll be hanging on to it for many years.
  • Oberkanone Where is the value here? Magna is assembling the vehicles. The IP is not novel. Just buy the IP at bankruptcy stage for next to nothing.
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