Chris Harris must modernise and up his game
Discussion
I should start by saying Chris Monkey Harris is my favourite motoring journalist.
However, his business model is beginning to look distinctly outdated and I fear for its survival. I know at one point he set up a charitable giving page to keep him going so that may be illustrative.
Chris Harris is a youtuber. He posts videos evaluating cool cars, knows what he is talking about and is fun to watch. But he posts very infrequently, with as much as a month in between each video. When he posts, he focuses on his appraisal of the car only.
In the meantime, a new breed of youtubers has exploded onto the scene. They post videos on a daily basis. Their clips are shorter and often focus on the life of the youtuber in the context of cars; rather than just the cars themselves. Shmee150 in one such youtuber and he has gathered twice as many subscribers as Chris Harris in a fraction of the time.
In that context Chris's business model is looking old fashioned. I think there are two key parts to this:
First, Chris posts too infrequently. This isn't the 1990s anymore. We don't gather around the television every month to view our favourite show anymore. People are busy, they're on the move, they view content on their mobile devices in short clips when they have a few minutes to spare. I think Chris loses a huge number of followers because he doesn't give them content often enough. They have to look elsewhere.
Second, by focussing on the cars Chris fails to recognise that it is HIS CHARACTER which brings subscribers. The cars - even his knowledge of the cars - is secondary. There are myriad people out there who know about cars and review them. For each car there are multiple reviews, in written and video form, often by past/current race drivers, journalists who express themselves beautifully etc. etc. Yes I for one wouldn't watch Chris Harris if he didn't know about cars, didn't know how to handle one. But that's not enough. What will really get the audience hooked, what will really interest them, is the fact that he ENTERTAINS. That is, he has an interesting and entertaining character. Which he does. He has good banter, he is funny - he's a bit of lad.
So in my view, to solve his ailing business model, Chris Harris should start posting on a daily basis or at least a few times a week. Sure, he should post in the context of cars, but basically he should just post any old stuff where his character shines through. There is no need to wait for a big long formal review of a supercar each time. While he waits, he will be overtaken (pun intended). I don't care if he's going to the supermarket - I bet he can have a good old rant at another road user's driving on the way, or the cost of parking, or even the cost of shopping or something - all that will be entertaining. (Those may not be the best examples but hopefully illustrative nonetheless).
I hate to say it, but the irony is that while Chris was sitting around moaning about how uniquely unlucky he is because his industry is dominated by Top Gear and - sniff sniff - no other industry faces such overbearing competition, the real revolution has happened right under his nose and squarely in his own niche, with the explosion of youtubers like Shmee150 (ref. to the sniff sniff - "Joe Rogan experience #589 - Chris Harris" posted on youtube 18 Dec 2014).
I for one would rather watch Monkey on a daily basis than Shmee. (Although Shmee is a good lad too.)
Up your game Monkey. I believe in you.
However, his business model is beginning to look distinctly outdated and I fear for its survival. I know at one point he set up a charitable giving page to keep him going so that may be illustrative.
Chris Harris is a youtuber. He posts videos evaluating cool cars, knows what he is talking about and is fun to watch. But he posts very infrequently, with as much as a month in between each video. When he posts, he focuses on his appraisal of the car only.
In the meantime, a new breed of youtubers has exploded onto the scene. They post videos on a daily basis. Their clips are shorter and often focus on the life of the youtuber in the context of cars; rather than just the cars themselves. Shmee150 in one such youtuber and he has gathered twice as many subscribers as Chris Harris in a fraction of the time.
In that context Chris's business model is looking old fashioned. I think there are two key parts to this:
First, Chris posts too infrequently. This isn't the 1990s anymore. We don't gather around the television every month to view our favourite show anymore. People are busy, they're on the move, they view content on their mobile devices in short clips when they have a few minutes to spare. I think Chris loses a huge number of followers because he doesn't give them content often enough. They have to look elsewhere.
Second, by focussing on the cars Chris fails to recognise that it is HIS CHARACTER which brings subscribers. The cars - even his knowledge of the cars - is secondary. There are myriad people out there who know about cars and review them. For each car there are multiple reviews, in written and video form, often by past/current race drivers, journalists who express themselves beautifully etc. etc. Yes I for one wouldn't watch Chris Harris if he didn't know about cars, didn't know how to handle one. But that's not enough. What will really get the audience hooked, what will really interest them, is the fact that he ENTERTAINS. That is, he has an interesting and entertaining character. Which he does. He has good banter, he is funny - he's a bit of lad.
So in my view, to solve his ailing business model, Chris Harris should start posting on a daily basis or at least a few times a week. Sure, he should post in the context of cars, but basically he should just post any old stuff where his character shines through. There is no need to wait for a big long formal review of a supercar each time. While he waits, he will be overtaken (pun intended). I don't care if he's going to the supermarket - I bet he can have a good old rant at another road user's driving on the way, or the cost of parking, or even the cost of shopping or something - all that will be entertaining. (Those may not be the best examples but hopefully illustrative nonetheless).
I hate to say it, but the irony is that while Chris was sitting around moaning about how uniquely unlucky he is because his industry is dominated by Top Gear and - sniff sniff - no other industry faces such overbearing competition, the real revolution has happened right under his nose and squarely in his own niche, with the explosion of youtubers like Shmee150 (ref. to the sniff sniff - "Joe Rogan experience #589 - Chris Harris" posted on youtube 18 Dec 2014).
I for one would rather watch Monkey on a daily basis than Shmee. (Although Shmee is a good lad too.)
Up your game Monkey. I believe in you.
Edited by decrassius on Monday 21st December 08:54
decrassius said:
In the meantime, a new breed of youtubers has exploded onto the scene. They post videos on a daily basis. Their clips are shorter and often focus on the life of the youtuber in the context of cars; rather than just the cars themselves. Shmee150 in one such youtuber and he has gathered twice as many subscribers as Chris Harris in a fraction of the time.
God help this self obsessed generation. I really DON'T want to watch videos about the life of Youtubers. I want to see cars.Mass appeal often means sinking to the lowest common denominator
I think Chris subscribes to the quality, not quantity method of reporting/ presenting. Unfortunately, as is the case with so much of society and visual entertainment, these days its all about quantity and stuff quality.
Monkey Harris's 1 hour long video with the P1, laferrari and 918 was brilliant and 1 hour well spent in my view. How can you expect him to produce that sort of review on a daily/weekly basis?
Monkey Harris's 1 hour long video with the P1, laferrari and 918 was brilliant and 1 hour well spent in my view. How can you expect him to produce that sort of review on a daily/weekly basis?
The problem with uploading lots of shorter video's is that they will become all too repetitive. We will get used to watching them and the excitement just wont be in them. However a longer, more detailed special video is always something to look forward to. I too hope he survives as I'm a big fan of his, goodwill won't pay the bills though.
C7 JFW said:
Chris Harris is truly excellent, he just needs to post more frequently.
Shmee is irritating.
I don't mind Shmee .... in small doses. But can watch most of the monkeys videos on repeat. One is a presenter and real motoring enthusiast, the other is a wealthy (self made iirc?) lad who enjoy cars and records every moment.Shmee is irritating.
Each of them is catering to a different viewer, but there are overlaps.
balls-out said:
God help this self obsessed generation. I really DON'T want to watch videos about the life of Youtubers. I want to see cars.
I can see where you're coming from, and there will be plenty like you. There are plenty of serious car reviews for you. My dad for example has read every issue of Auto Motor und Sport since the 1960s. Those magazines go into intricate detail about how the latest 1.6 litre Golf is a wonderful engineering achievement because the degree of latitude on the bearing joint in the fuel path blah blah [obviously not a real life example but hopefully illustrative]But the vast majority just want to be entertained, in the context of something that interests them, like cars. That's why Top Gear is the most popular car show in history. It is first and foremost an entertainment show. It just uses cars as the context.
The key point here is that Chris is operating a business. He is using this to survive. I am saying that - for good or for worse (and I could point out that from the perspective of the viewer watching a youtuber it is hardly self-obsessed; quite the opposite) - I fear that his business will not survive if he doesn't move with the times and update his business model.
clonmult said:
C7 JFW said:
Chris Harris is truly excellent, he just needs to post more frequently.
Shmee is irritating.
I don't mind Shmee .... in small doses. But can watch most of the monkeys videos on repeat. One is a presenter and real motoring enthusiast, the other is a wealthy (self made iirc?) lad who enjoy cars and records every moment.Shmee is irritating.
Each of them is catering to a different viewer, but there are overlaps.
the webnet said:
DJ Bruce from popular Aussie radio station Dingo FM opens the lines up to a competition where the caller has to invent a new word and use it in a sentence.
"Line 1, what's ya word mate?"
"Hi, my word is Garn, G-A-R-N, Garn"
"Ok, but can you use it in a sentence?"
"Sure can mate.... GARN f
k ya self!"
DJ Bruce cuts the caller off, and apologises to the listeners for the foul language and quickly moves to line 2
"What's ya word mate, but keep it clean"
Hi, my word is Smee, that's S-M-double E, Smee"
"Fantastic, but can you put it in a sentence?"
"Yeah, it's SMEE again, GARN fk ya self!"
As for Harris I'd agree; great talent, needs to be more visible."Line 1, what's ya word mate?"
"Hi, my word is Garn, G-A-R-N, Garn"
"Ok, but can you use it in a sentence?"
"Sure can mate.... GARN f
k ya self!"DJ Bruce cuts the caller off, and apologises to the listeners for the foul language and quickly moves to line 2
"What's ya word mate, but keep it clean"
Hi, my word is Smee, that's S-M-double E, Smee"
"Fantastic, but can you put it in a sentence?"
"Yeah, it's SMEE again, GARN f
k ya self!" Edited by Digga on Monday 21st December 09:10
decrassius said:
The key point here is that Chris is operating a business. He is using this to survive. I am saying that - for good or for worse (and I could point out that from the perspective of the viewer watching a youtuber it is hardly self-obsessed; quite the opposite) - I fear that his business will not survive if he doesn't move with the times and update his business model.
I bet if he reads this he will be quaking in his boots at his imminent demise.Maybe you should credit him with a bit more business acumen, after all he seems to have done pretty well up to now, despite his critics.
Just wondering why you feel qualified to offer him such advice
Edited by Monkeylegend on Monday 21st December 09:28
Without knowing details about his revenue streams and actual income how can you presume he needs to do anything at all?
He might not need or wabt to do anything more than he does now.
I too enjoy the less frequent, higher quality format and have no interest in following some daily stream of consciousness bilge.
He might not need or wabt to do anything more than he does now.
I too enjoy the less frequent, higher quality format and have no interest in following some daily stream of consciousness bilge.
He will never have mass appeal as he is targeting a very niche audience, i.e. well to do PH types (and possibly some fantasists). CH focuses just on the cars and his stuff is only interesting if you genuinely care about the objective merits of the cars featured which even as someone obsessed with cars I usually don't. I would value his opinion on cars I was thinking of buying but he usually films cars I couldn't possibly afford and I wouldn't watch him just for entertainment.
What made top gear great was that it was enjoyable to watch even if you weren't interested in cars at all. For me where and how you drive a car is more important than the machine itself, Clarkson managed to make Ferrari reviews amusing by being Clarkson but they were still the most boring part of the show (apart from SIARPC). CH largely just does those but without Clarksons presentation and with a big extra dose of objectivity.
What made top gear great was that it was enjoyable to watch even if you weren't interested in cars at all. For me where and how you drive a car is more important than the machine itself, Clarkson managed to make Ferrari reviews amusing by being Clarkson but they were still the most boring part of the show (apart from SIARPC). CH largely just does those but without Clarksons presentation and with a big extra dose of objectivity.
decrassius, what's the business model?
Do you get paid per 'follower'? That seems unlikely as I'm sure a huge number of followers never watch one or two videos of the people they follow.
You may be right in that a certain demographic likes the 5 minutes 'life of a yootoober' format, but lots of people would find it excruciating (I'll be honest, without looking, I find it excruciating...).
I'm not a huge fan of Chris Harris, to be honest, but his 918/Laugherrari/P1 video was generally excellent (if a little inconclusive) and well worth an hour to watch, imo.
Going back your much despised '90s, there was a print magazine called "Max Power", which was very popular, but it was very popular with a sizeable minority, not universally. Lots of quality print magazines survived "Max Power" and still do, despite its apparent demise (I stand to be corrected, but I've not seen an issue in some years now).
There's room in the market for different approaches. I don't think Chris Harris has that much to worry about and pandering to the interests of the 'Yoof' market would probably be the WORST thing he could do, especially as it already seems pretty congested...
M
PS Oh, and "You're Shmee150 and I claim me £50 reward"
PPS I thought I should take a quick look - Has all the appeal of an episode of "The Kardashians...." Some rich spoilt kid telling us all about his expensive toys and his good friends... Really, THIS is the future of motoring journalism???? Maybe on MTV or in Heat magazine!
Do you get paid per 'follower'? That seems unlikely as I'm sure a huge number of followers never watch one or two videos of the people they follow.
You may be right in that a certain demographic likes the 5 minutes 'life of a yootoober' format, but lots of people would find it excruciating (I'll be honest, without looking, I find it excruciating...).
I'm not a huge fan of Chris Harris, to be honest, but his 918/Laugherrari/P1 video was generally excellent (if a little inconclusive) and well worth an hour to watch, imo.
Going back your much despised '90s, there was a print magazine called "Max Power", which was very popular, but it was very popular with a sizeable minority, not universally. Lots of quality print magazines survived "Max Power" and still do, despite its apparent demise (I stand to be corrected, but I've not seen an issue in some years now).
There's room in the market for different approaches. I don't think Chris Harris has that much to worry about and pandering to the interests of the 'Yoof' market would probably be the WORST thing he could do, especially as it already seems pretty congested...
M
PS Oh, and "You're Shmee150 and I claim me £50 reward"
PPS I thought I should take a quick look - Has all the appeal of an episode of "The Kardashians...." Some rich spoilt kid telling us all about his expensive toys and his good friends... Really, THIS is the future of motoring journalism???? Maybe on MTV or in Heat magazine!
Edited by marcosgt on Monday 21st December 09:25
RGambo said:
...quality, not quantity...
Very much 'this'. Unlike the more youthful YouTubers CH also has 'proper jobs' writing words for magazines and making videos with the /DRIVE chaps to be shown on television in the States.However I think some of the more traditional publications could quite easily knock out some more low budget behind the scenes videos/vlogs to drive traffic to their full length videos.
Also, I think the semi-pro YouTubers are trying to become more that just Vloggers and are starting to produce videos with a story or a straight sensible car review.
Swordman said:
Shmee seems like a nice enough chap, but his videos are f**king st.
I wouldn't go that far but they are pretty poor quality - just him holding a camcorder.t.The 'quantity' requirement for these new breed of Youtubers is evident in the stuff he produces. A lot of it seems to just be a re hash of previous stuff or him just taking about the cars spec again or retweets of other peoples supercar pics. It's almost like there is a law you have to tweet / FB / Youtube X number of times a week and it doesn't really matter what the content is.
Harris's stuff is in a different league quality wise with professional standard film production.
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