Beer Magazine Story Coming
Thursday, February 23, 2012 at 5:18PM 
Skull Coast is going to be mentioned the next issue of a national beer magazine. I'm not sure if there is an embargo on the story until it hits the stands, so I don't think I should mention the story or the magazine just yet. But, the beer community is well aware of the magazine. At any rate, that's not the point of this post.
Skull Coast was interviewed as part of a broader story for this piece several weeks ago. At the time I thought, 'Well, that was fun." Thinking, the interview itself was the beginning and end of it. I assumed this was kind of like when you do interviews for newspaper reporters. You had better make sure you say what you want the first time, because that is what is going to end up in tomorrow's paper. There's always a bit of stress about that.
The same holds true for on-camera TV news interviews. These are the most stressful! Once they say, "Rolling!," you had better bring your A-game -- because everything you say is going to be broadcast into everyone's homes that evening. Once the camera lights turn off, and the TV reporter says, "Thanks, we got what we need." You immediately start going over what you said, and think of about 100 better ways to say the exact same thing.
Back to the magazine story. Since they have more time to get it right, these folks are wonderfully meticulous! Not only have I talked to the piece's writer a couple of times as a follow-up. But, a couple of weeks ago, we got a call from the designer wanting a few more photographs to choose from for the story. And, today, since the piece is apparently going to press eminently, the magazine's editor sent me a couple of follow-up questions. It's been pretty amazing, since the piece isn't just about our company but a number of companies who are involved in the same thing. I don't how they have to the time to do this for every story, given the amount of content they typically produce per edition. I'll tell you if the New York Times had this crew working for it (and maybe the time before going to press), there would have never been a Jayson Blair issue. This Beer Magazine is really on top of things!
When it hits the streets, we'll let you know where you can get a copy... and what page we're on... and which column or paragraph. We'll be sure to keep you posted!
