Comment by donmcronald

I think the review industry is so bad that even a mediocre quality endeavor could gain a ton of traction. The problem with the current tech review industry IMO is that it seems like the benchmarking and review part of it are treated like separate business units that need to be self sustaining / profitable.

If you go by what LMG says on their podcast it sounds like the intent is for the lab to give them credibility and to act as an eyeball funnel, even if it needs to be subsidized by the entertainment side of the business. They've already shown that it's possible to make entertaining reviews if you keep the technical details light, so what they really need is hard data to back them up when they trash a product or get accused of being a corporate puppet.

I personally find their videos to be entertaining, so if I'm looking to buy something and I know they evaluate tech products, I'll go to their labs site, look for entertainment videos that are produced from that data, and watch those videos. Then when I find something I think looks like a good fit for me I'll jump back to the labs side to look at the details.

IMO the thing that might make LMG's effort different is that they're going into the space as a new participant. I think they realize the technical aspect of the lab is basically going to be content that needs to exist, but that no one reads (enough to be profitable) and their monetization is set up to accommodate that scenario. Compare that to traditional reviewers (and SEO spammers) that rely on page views for their revenue.

The whole review industry is going to keep shifting towards video and the low cost, low value SEO spam sites are a big part of that. Any existing review businesses that aren't shifting towards a hybrid model like the LMG / Labs plan are going to get crushed IMO. Even if it's not LMG doing it, it's going to happen eventually.