( ESNUG 482 Item 1 ) -------------------------------------------- [06/30/09]
Subject: Andrew's "honour", G. W. Bush, sheeple, Sequence, Techguri
> The Synopsys company bloggers are on Synopsys.com. The Cadence company
> bloggers are on Cadence.com. Mentor's company bloggers are on Mentor.com.
> Anyone who reads them immediately knows their inherent biases.
>
> Apache's company bloggers hide behind Techguri.com, a site falsely posing
> on its surface as an unbiased EDA web site.
>
> It is my belief that an honourable CEO like Andrew Yang of Apache would
> not endorse such deception.
>
> Apache's company bloggers should fittingly be on Apache-DA.com.
>
> - Gayatri Japa of India Times
> from http://www.deepchip.com/wiretap/090608.html
From: [ Large Ears ]
Hi, John,
Please keep me anon (for obvious reasons).
Techguri.com is NOT an Apache venture. It is a Cayenne Communications
venture. Cayenne is the external PR agency representing Apache, Synfora,
AtopTech, and Springsoft. The deal is to give all of Cayenne's customers
a platform to do "stealth marketing" by producing "technical advisory"
postings (either blogs or white papers).
So to finger Andrew Yang as the creator of this site is incorrect. Cayenne
is implementing a pay-for-play publishing model for its PR customers.
The bottom line: there is no such thing as a free press in EDA any more.
- [ Large Ears ]
---- ---- ---- ---- ---- ---- ----
From: Mike Santarini <mike.santarini=user domain=xilinx not calm>
Hi, John,
You'll need to double-check with Michelle Clancy on this, but I believe
that Techguri is actually Michelle Clancy's site (her PR company's site,
actually) and Apache is one of her clients, maybe her biggest.
It looks to me as though some of her other clients are advertising there,
too. So, my guess is that she's simply trying to differentiate her PR firm
from the many other firms by showing she is savvy in new media, while
showcasing the wares of her clients. I know from my days at ISD and her
days at Avanti, that that Clancy is a crafty one.
I do agree that Michelle should have some upfront disclosure about the
site's publisher and its sponsors so as not to mislead the reader.
Concerning Andrew Yang's "honour", the flaw is not his. It's not his site;
it's Apache's contracted PR firm's site. Because Michelle did not have
this disclaimer, it led Japa (and maybe some other folks) to assume that
Techguri was a completely independent site. I know Andrew and I think he's
an honorable guy.
See you at my DAC Pavillion Panel on Tues, July 28, 2:30 PM (Booth #1928)
Someone will need to refresh my memory about what "PDK" stands for and
this thing called "analog."
- Mike Santarini
Xilinx Xcell Journal San Jose, CA
P.S. What's interesting for Mr. Japa is that by his complaining about
Techguri, he's ironically drawn more eyes to it than it ever had
before. Michelle owes him a thank you for this PR.
---- ---- ---- ---- ---- ---- ----
From: Lou Covey <lou=user domain=vitalcompr not calm>
Hi, John,
Techguri is owned by Cayenne Communications, a marketing communications
company that does trade show management, collateral development and
publicity for mostly EDA and semiconductor companies. They launched
Techguri as a way to get more client content on the web, since no one
really reads the god-awful press releases the EDA industry puts out.
You will note that every company written about in Techguri is a client of
Cayenne Communications. So the comments about Andrew Yang's "honour" have
really nothing to do with Techguri.
Apache, of which Andrew is CEO, is a very big client of Cayenne and gets
the lion's share of attention on the site, but they have not violated any
code of ethics, unless you call the contributed articles on every other
online publication unethical.
- Lou Covey
VitalCom PR Redwood City, CA
---- ---- ---- ---- ---- ---- ----
From: Paula Jones <paula=user domain=tensilica not calm>
Hi John,
First, this is not Apache's site. I also saw an ad for SpringSoft. If you
look in the "About" tab, you'll see that it's run by Cayenne Communications,
a PR firm. Cayenne has set themselves up as a publisher for their clients.
And they have every right to do this. Fundamentally, the Internet is a new
advertising platform. And this is another way to advertise their clients.
I'm sure if Tensilica wanted to sign up with Cayenne, there would be content
about Tensilica on this site.
In consumer product marketing, this type of promotion is widespread and much
worse - fake testimonial sites are everywhere in any number of different
types of masquerades. This is pretty tame. It is no more promotional than
anything on the Apache site. It seems to identify Apache all over the place
so you can guess that Apache contributed a lot of material.
As for Andrew Yang -- I think he should be proud of this site. It's another
way of reaching out to people who might not know about Apache.
- Paula Jones
Tensilica, Inc. Santa Clara, CA
---- ---- ---- ---- ---- ---- ----
From: John Blyler <jblyler=user domain=extensionmedia not calm>
Hi, John,
I recieved the original email (dated May 30th) launching Techguri.com which
called itself a "New Peer-to-Peer, Geek-to-Geek Technology Focused Blog
site". Further down in the e-mail was listed all the bloggers, all of
whom happened to be clients of the PR firm Cayenne Communications: Apache,
Atoptech, SpringSoft, and Synfora.
I think Andrew compromised his credibility when he allowed his content to
be posted on a website for which the sponsorship wasn't crystal clear.
("Honor" isn't the right word, IMHO.)
If Andrew had posted his editorial on the Apache website, then there would
be no problem. Intelligent readers would understand this editorial
reflected Apache's spheres of product-market concerns. Instead, Andrew's
content was posted on a techie-sounding site that made it unclear who was
behind it.
- John Blyler
ChipDesignMag.com San Francisco, CA
---- ---- ---- ---- ---- ---- ----
From: Yukari Ohno <yukari=user domain=apache-da not calm>
Hi John,
On behalf of Apache, I would like to respond to Gayatri Japa's comments
regarding Apache and Techguri.com.
First let me clarify some misunderstandings about Techguri. Techguri is not
an Apache-only blog site disguised as an industry-wide site. It is owned by
an independent third-party (Cayenne Communications) and is a sponsorship-
based technical blog site. It currently has 4 sponsoring companies: Apache,
Atoptech, Springsoft, and Synfora. As a sponsoring company, we have equal
access to the site to post blogs, run ads, link our company news, and to
help us gain visibility. Apache's bloggers are listed on the Apache website
and linked to their postings on the Techguri site.
Now let me explain why Apache decided to go with Techguri to reach an
audience instead of hosting our own blog site on apache-da.com like Cadence
and Synopsys. With the shrinking of traditional PR channels, especially for
EDA, more and more companies are turning to social media as an alternative
method for getting the company's message out to the market. This is evident
by the amount of resource investments that have been made by the large
companies to host, support, maintain, and monitor company-specific blog
sites. For small to medium size companies such as Apache, we do not have
the resources to build and maintain an IT infrastructure or hire full-time
bloggers that are required for a quality blog site. So in order for us to
have the same share of voice in the market as the big guys, we need to build
alliances and collaboration. Techguri offered us an opportunity to build
collaboration with other companies and share the expenses in hosting,
maintaining, and monitoring a blog site. By being one of the sponsors for
Techguri site, we have a channel for communicating our message, sharing our
technical know-how, and reaching a broader audiences beyond our current
customer base.
Hope this clarifies any misunderstandings.
- Yukari Ohno
Apache Design Solutions, Inc. San Jose, CA
---- ---- ---- ---- ---- ---- ----
From: [ The Grinch ]
Hey, John,
If George W. Bush got to have his FOX News, then Andrew T. Yang should be
able to have his Techguri.com.
- [ The Grinch ]
---- ---- ---- ---- ---- ---- ----
From: [ Mr. Magoo ]
Hi, John,
Look at EDAcafe.com, SoCcentral.com, or TechOnLine.com. The EDA companies
all pay these industry web sites to redistribute their press releases,
blogs, and videos en masse camouflaged as "EDA news". Many times the news
in EEtimes.com comes cut-and-pasted directly from company press releases.
The biggest advertizers on these sites are Synopsys, Cadence, and Mentor.
Andrew's just following the lead that Aart, Lip Bu, and Wally already set.
- [ Mr. Magoo ]
---- ---- ---- ---- ---- ---- ----
From: [ Bingo Is His Name-o ]
Objective EDA reporting died when Richard Goering was cut from EEtimes.com
and when Mike Santarini was cut from EDN.com.
- [ Bingo Is His Name-o ]
---- ---- ---- ---- ---- ---- ----
From: [ An EDA Salesdroid ]
Haven't you figured this out yet, John?
Engineers are sheeple. Ambigious terrifies them. Social confuses them.
Hard facts and black-and-white thinking are what they crave. The one color
that engineers hate the most are shades of grey. They think what we tell
them to think. They buy what we tell them to buy.
- [ An EDA Salesdroid ]
---- ---- ---- ---- ---- ---- ----
From: [ Mr. Chicken ]
Hey, John,
Love the Andrew Yang emails.
Do you remember the Patrick Wei story? He was the field engineer at Apache
who snuck into the Sequence booth at DAC'03 using a false ID so he could
spy on the Sequence tools?
Vic Kulkarni sued Andrew for this, but I don't know how the lawsuit turned
out. Do you?
Keep me anon.
- [ Mr. Chicken ]
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