TechStuffCanada

jargon-free tech news for non-technical people

The history of TechStuff - part 1

October 28, 2006 › Sandy McMurray | comment

Hi. My name is Sandy McMurray. This is the story of TechStuff Canada.

I began publishing my tech writing on the Web in 1995. It was self defense at first.

I was working for the Toronto Sun newspaper. Every week, after my column was published, I would hear from readers who asked me to send the column by email.

Even then, I knew this was a slippery slope. If no one bought the paper, why should the paper pay me?

I encouraged people to buy the Sun if they wanted to read my column (and to let the paper's editors know if my column was the only reason they bought the Sun each week, as some readers claimed). But I saw no harm in sending the column by email to people who somehow missed the Wednesday paper.

This soon became so time consuming that I decided to establish an archive of previously-publishing columns on the Web. At the urging of a friend, I registered the domain name mcme.com and began putting my Sun columns online.

Thus began my illustrious career as an unpaid blogger. Ironically, I helped to destroy the market for my own professional writing.

But I digress.

Boom and Bust

I was blessed to be a tech columnist and editor during the dot-com boom of the late 90s. There were many perqs and privileges, and I got to meet a lot of really interesting people, and learn about many exciting companies and technologies.

I began to write little "extras" for my Web site -- short columns that boosted my online readership but did nothing for my income, or to boost the bottom line of Sun Media Corporation.

In hindsight, I should have seen the crash coming. Business journalists had turned their attention to the dot-com biz, and began competing with geeks like me for writing assignments. Dozens of new technology publications were founded, both in print and online. It seemed that everyone was writing about tech, and there was plenty of advertising money to go around.

Then the dot-com bubble burst.

Even when I was laid off by the Sun in 2002 during a round of editorial cutbacks, I was not too concerned. Everyone was still talking about how the Web leveled the playing field, and I naively thought it would be easy to build my own tech magazine on the Web.

I established TechStuff.ca and began to search for the elusive business plan that would make me a million dollars.

I'm still looking.

You Haul Sixteen Tons, and What Do You Get?

Between 2002 and 2004, I worked from home, and enjoyed spending time with our growing family. I called myself a freelance writer and self-publisher, but I wasn't writing enough to pay all the bills. Dreaming about an online publishing empire, I dug a very deep financial hole for my family. I knew nothing about the business side of running a publication. (Forgive me, Sales and Marketing folks. I had no idea.)

I soon discovered that my experience as a technology columnist qualified me to be... a technology columnist. My knowledge was a mile wide and an inch deep. I was jack of all trades, master of none.

I set out to specialize in one of my areas of interest, and learned everything I could about Apple's new operating system, Mac OS X, and the funky new iPod music player.

I was able to get some writing work as an Apple specialist. I wrote a blog off and on for two years for an American outfit called Corante, but I wasn't paid until the end. (The gig paid handsomely for the last three months, until the company "changed direction.")

I also worked part-time as an independent IT consultant. (In other words, I made house calls like a Nerds On Site agent.) Problem was, I was too soft-hearted to charge professional rates. After all, I still saw myself as a professional writer. Tech support wasn't my real business.

Unfortunately, the "real" business wasn't going well. My attempts to attract advertisers to TechStuff were largely unsuccessful. Everyone was very encouraging about the concept of a publication dedicated to Tech Stuff in Plain Language, but no one actually wanted to pay for it.

A local computer retailer got my hopes up, then let me down. I displayed his ad on TechStuff for a couple of months, then tried to collect my money. He wasn't answering his phone or email, so I had to visit his office downtown. I found the store empty, with a lock on the door. Sure, the landlord was on the hook for more money than I was, but it was discouraging nonetheless. My first ad sale was a bust. (Lesson learned: get the money up front!)

While this drama was unfolding, I was becoming more involved at my church, and I began to feel a call to Christian ministry. (More on that later.)

We were living day to day, supported financially by family and friends. We received some surprising anonymous gifts that to this day we can only attribute to God. (See Waffles from Heaven for the amazing details.)

Next: Real ad revenue, and Mac support at Rogers.

October 28, 2006 › Sandy McMurray | comment on this item