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However, his business model is beginning to look distinctly outdated and I fear for its survival.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
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.
Monkeylegend said:
Why thank you.
On a side note what are your views on CH's latest career move?
Well it's a departure from the route of a solo youtube entrepeneur. But joining mainstream television, especially for such a big name show, must be the best option. As a fan, I am delighted and wish ol' Quents the best of success. On a side note what are your views on CH's latest career move?
Edited by Monkeylegend on Wednesday 23 December 14:23
Six presenters?!
I suppose it's good they clearly feel they can totally change the format - they should have the freedom to let their creative juices flow - but six presenters sounds like a bit much. It will dilute our exposure to the characters and, well, quality over quantity... too many cooks spoil the broth etc. etc.
In fact while they are at it don't they need a seventh?! There's an obvious gap in their anti-discrimination armour - ageism! They have middle aged, and old ... but where's the young person? I expect the BBC will now panic as they realise this and employ - dare I mention - SupercarsOfLondon ("hashtag!") or another one of the post modern youtube crew...
p.s. to the guy that alleged I was Clarkson in disguise...sadly I am not. But I do find him entertaining to watch and personally he doesn't offend me; it's just banter.
OP
I suppose it's good they clearly feel they can totally change the format - they should have the freedom to let their creative juices flow - but six presenters sounds like a bit much. It will dilute our exposure to the characters and, well, quality over quantity... too many cooks spoil the broth etc. etc.
In fact while they are at it don't they need a seventh?! There's an obvious gap in their anti-discrimination armour - ageism! They have middle aged, and old ... but where's the young person? I expect the BBC will now panic as they realise this and employ - dare I mention - SupercarsOfLondon ("hashtag!") or another one of the post modern youtube crew...
p.s. to the guy that alleged I was Clarkson in disguise...sadly I am not. But I do find him entertaining to watch and personally he doesn't offend me; it's just banter.
OP
Edited by decrassius on Thursday 11th February 13:51
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