JB's Circuit

Another DAC has come and gone. But before I finish compiling the details of my many meetings, panels and hallway discussions, I thought it best to record my impressions of DAC from a high-level perspective.

What were the prominent EDA-related themes at DAC09:
> Optimization in all life cycle phases and functional areas
> More modeling as a driver for optimization
> Greater system-level focus (which is often at odds with optimization)
> Continued collaboration in almost all areas
> Standardization (which is often a prerequisite for collaboration)

Trends in the conference itself:
> Newer, easier-to-use and social media friendly website in 2010 (thank goodness)
> Growing collaboration (and potential conflicts) with the established trade journal publishers
> Growing acceptance of bloggers from corporations and PR (acceptance from the conference, not the readers)
> Growing attendance, at least according to the official press release (didn’t feel like it on the show floor, but that’s only half the story)
> Cadence returns with a greater presence next year
> TSMC will surpass all EDA vendors in exhibit floor space for DAC’10

EDA’s bloggers await the readers vote for the best!

And the winner is …

Karen Bartelson! Congrats! Karen sets a high mark for quality content.

Be sure to check out the latest blog by Lou Covey: Lack of publications is filling up email boxes [Just for the record, I think engineers can communicate as well as most other professionals. What engineering professionals lack is an understanding of the bigger and interrelated issues - aside from merely the technical ones. Also, good communication - especially in the written word - requires more time and practice than most working engineers can afford.]

The discussion on Lou’s blog heralds back to my recent blog about DAC relaxing the press rule for bloggers (both independent and corporate) and marketing folks (as press). Those few of us left in the traditional press know exactly what I mean – remember the denial of access to the press room for all but full-time press folks?

From the responses on both Lou’s blog and mine, it seems clear to me that most bloggers don’t understand the “legacy” of the issue, namely, that with the decline of the established press most companies and conferences are desperately looking for any coverage they can get. This problem certainly isn’t the fault of the bloggers, who are happy to find growing acceptance as “press.” But not all bloggers are bloggers, if you know what I mean. This coverage-at-any-cost (not dollars but integrity of content) issue will greatly muddy the waters for legitimate and independent content provides. That’s the long term issue.

Some conferences seem to be loosening the standards by which they decide who will cover their shows as members of the press. One reason may be to embrace new media writers and online mechanisms (e.g., bloggers, tweeters, etc) amidst a pool of shrinking journalists. The other reason may be one of desperation by conference promoters who want coverage at any cost.

I’m not talking about the “traditional journalists vs independent bloggers” debate. Instead, this new trend involves granting press credentials to corporate bloggers – often full-time employees of a sponsoring company – as well as for-hire marketing consultants who may or may not be former editors.

For example, I’ve been told that this year’s Design Automation Conference (DAC) will open its press ranks to a much wider – some might say looser – range of “writers.” As of yet, I have not received verification from EDAC that this is truly the case. Indeed, a quick read of the “46th DAC Media Credential Qualification Guidelines” suggests that the opposite is true:

“Media accreditation is limited to those acting in an editorial capacity for relevant print, online and broadcast media. Publishers/associate publishers, sales, advertising, PR, marketing, market research, technical support staff, consultants and exhibiting company personnel are not eligible for press credentials.”

Still, several trusted colleagues have told me that DAC is indeed extending press credentials to corporate bloggers as well as marketing consultants. Those of us in the business understand the reasons behind such a move, but that doesn’t lessen the serious long term implications.

Before I delve any further into the potential consequences of such a trend, I’d like to get your opinions and thoughts. Please share them with me directly via the blog or discreetly at: jblyler@extensionmedia.com