But a curious thing that nobody talks about is the key role that the industry and its public-relations apparatus has played in the demise of wine and spirits media. I hear endless grumbling from industry people about messaging and media, about reaching new audiences, about the lack of new ideas and strategies. And yet, they continue to fund and support the same old, broken model. They gripe about critics, yet still advertise with and pay expensive “industry/pro subscriptions” for better placement in the same old legacy publications. I see companies trying to sell artisan, premium wines who spend their marketing dollars on wine media that’s mostly funded by mass-market brands. Make it make sense.