Before there were Instagram and TikTok influencers, YouTubers, and even podcasters, there were writers. I’m not talking about bloggers. But esteemed authors and journalists who dug into a story and took it to magazines and other trade publications. The times have changed, our attention spans have gotten much shorter, and now running a story is much different. To help gives more insight into whiskey journalism we’ve invited Maggie Kimberl back on the show. She’s the Content Editor of American Whiskey Magazine and writes some of the most intriguing stories in bourbon today. We all evaluate how access to distilleries have gotten harder through PR firms and how there may be a dilution of valuable content and talent because the barrier to entry is much lower through social media. It’s not all doom and gloom though. We are now in a time when there is more to talk about than ever in bourbon. There is going to be no shortage of new stories with the boom of so many new distilleries and entrants into the market.

Show Notes:

• Above the Char with Fred Minnick (@fredminnick) talks about the lobbying groups for whiskey and bourbon.
• How small was the community in whiskey journalism?
• Has the access to the distillers and the people changed over the years?
• How many more events are there now?
• At what point in time did you start seeing a shift happen from deep articles vs click bait?
• If writing isn’t a means to have a successful career did judging whiskey awards feel like a next step?
• What are the types of stories in magazines that people really latch on to and engage?
• Do stories on bourbon tourism do well?
• Do you see a problem with short-form content and those content creators?
• Do big brands even need bourbon media any longer?
• Support this podcast on Patreon