Sun 23 Sep 2012
The Wine Bloggers’ Conference that I attended last month in Portland was my first. Will I attend next year’s conference in Penticton, British Columbia? My feelings are ambivalent, but today I want to put forth the argument that I should be the keynote speaker for WBC13, in which case, of course, I would certainly participate.
(And a brief aside to the WBC organizers: There cannot be two keynote speakers at an event, as there were, so to speak, this year. The keynote speech is the grand introduction to or the grand climax of a conference or convention. All speeches that occur before or after the keynote speech are simply speeches and ought to be billed in some other fashion.)
Why should I be the keynote speaker for WBC13?
First, because I’m an active blogger who tries righteously to post four or five times a week, though I don’t always attain that goal. In 2011, I posted 196 times, which equals one post every 1.8 days. Keynote speakers for previous Wine Blogger Conferences included Eric Asimov and Jancis Robinson, both estimable writers and judges of wine, and, I’ll admit, far more famous than I am, but hardly active bloggers. This year’s relevant keynote speech was given by Randall Grahm, controversial and outspoken owner and winemaker of Bonny Doon Vineyards. (The irrelevant “other” keynote speaker was Rex Pickett — you remember Sideways — whose event I skipped and later was congratulated for doing so by many of my wine blogging colleagues.) Grahm’s talk was entertaining, funny, informative, personal and, finally, just profound enough for the audience to take something important away with them. In other words, exactly what a keynote speech should be, and I applauded along with the rest of the room. (Here’s a link to the speech.)
The problem is that Grahm posts to his blog, Been Doon So Long, so infrequently that last year he entered only six posts; I know, he’s busy running a winery and making wine, but my point is that as keynote speaker for WBC13, I would share with my audience the similar blogging experiences of finding time to deal with the wine samples, finding time to taste the wine, finding time to write and post, finding time to walk the dogs and exercise and run errands and make a living outside of blogging and haul all those bottles out to the street for the garbage truck and not feel guilty for not posting often enough.
Second, I bring to wine blogging a history that’s almost unique in our little kingdom. What I mean is that I started writing about wine in 1984, before some wine bloggers or other participants in WBC12 — as several sweetly reminded me — were born, as in “Wow, you started writing about wine before I was born!” I wrote a weekly print column for 20 years, one that was distributed to newspapers around by country by the Scripps-Howard newswire. When the column ended (not my choice), I launched in December 2004 a magazine-format website, KoeppelOnWine.com; my blog, BiggerThanYourHead.net, came in December 2006, and for a while I ran both the website and the blog, but that was a hell of a lot of work, so I dissolved the website in April 2008.
Based on my 28 years experience as a journalist, wine writer, freelance writer and blogger, what would I tell my audience at WBC13?
<>I would say, Revel in the spontaneous and improvisatory nature of blogging, but at the same time remember that professionalism counts. Good spelling, grammar, punctuation, word order, sentence structure mark the difference between the serious writer — or the writer who can be taken seriously — and the hit-and-miss amateur.
<>I would say, Don’t merely be a wine-blogger, but be a person who writes about wine on a blog. Not many degrees may separate those concepts, but they are significant indicators of intention and accomplishment.
<>I would say, O.K., however spontaneous or improvisatory you want to be, because after all this is the Internet and that, you may say, is the whole point, and all questions of grammar, spelling and so on aside, be accurate — in terms of history, geography, tradition, names, brands, grapes, personalities — get it right. Write, for example, that Chablis is made from sauvignon blanc grapes or that Santa Ynez is near Santa Cruz, and it will be difficult for you to be taken seriously as a wine writer, either by readers or wineries.
<>I would say, Be skeptical. Once your blog achieves some healthy measure of readership or reputation, you’ll be inundated by information and narratives designed to persuade you to like a product, to mention a product, to trade a link for your (free) content. Ignore them all except the ones that politely say something like, “We’d like you to try our wine. If you have any feedback, we’d appreciate it.” Remember that even the text on the back label of a bottle of wine is a form of marketing, so why would you quote such a thing in your review? Sure, it’s exciting to get the attention of wineries, importers and PR and marketing agencies, and while it’s necessary (and sometimes a pleasure) to work with them, remember that they’re all trying to sell you something.
<>I would say, Be critical, by which I don’t mean negative but discriminating, thoughtful, disinterested, judicial — all of these qualities based on knowledge, experience and extensive tasting — but when it’s necessary to be negative in tone and judgment, be that too. “Life Is Too Short to Drink Bad Wine” goes the placard we see in many retail stores, but my motto is “Life Is Too Short for My Readers to Drink Bad Wine,” so when I get a bad one, I tell them about it. It’s fine to be enthusiastic, but temper your enthusiasm with taste and tact.
<>Finally, I would conclude my keynote address for WBC13 with a recitation of Fredric’s Three Rules for Blogging and Life, and I would ask the assembled bloggers, writers, journalists and others in the trade to repeat after me, like a gospel call and response:
1. Be honest!
2. Be fair!
3. DON’T BE AN ASSHOLE!!!
(General hilarity, applause, cheers and acclaim.)