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Posts Tagged ‘Richard Goering’

What is the EDA Editorial Brain Trust Today?

Monday, August 25th, 2014

 

The EDA editorial brain trust today is the topic of our continuing conversation with Richard Goering and Brian Fuller.  

 

Brian Fuller

Brian Fuller

Richard Goering

Richard Goering

 

 

 

 

 

 

 

 

 

 

 

 

 

 

ED:  What is the EDA editorial brain trust these days?

RICHARD: Not sure how you’re defining “brain trust,” but if there is one, it’s with the vendors and the independent on-line publications.

ED:  Who makes up the EDA editorial brain trust?

RICHARD:  If you add it all up, there are still a number of editors with deep EDA and semiconductor experience – they’re just no longer with print publications.

Additionally, there are now a number of writers and bloggers who didn’t start as journalists but who turned in that direction during the transition away from print.

(more…)

The Golden Age of EDA Editorial

Sunday, August 17th, 2014

 

There once was a golden age for EDA editorial.   Seems funny to say nowadays, when we see EDA editorial in a virtual shambles…where one or two publications gamely soldier on as pure play editorial ventures…while others have adopted various sponsorship business models, thereby incurring the snide, not-accurate accusation of being pay-for-play vehicles.

Among the handful of first-tier publications back around the turn of the century, EE Times clearly was the go-to book for EDA.   Staffed by a corps of editors who brought their sharp, keen-edged industry knowledge to their reporting, no EDA startup thought they launched themselves successfully without being covered in EE Times.   And the formula worked for quite a while.  I still remember how those 240 page tomes came to the mailbox each week.

There were two people who figured prominently in the EE Times braintrust.

Brian Fuller, as editor-in-chief, oversaw and created much of what was successful for the various sections that covered all of electronic design.   And there was Richard Goering, the longtime EDA editor with his imposing manner, startling industry knowledge and contacts.   Richard was perhaps best known for refusing to allow canned presentations during interviews.  He’d ask for material before the interview, then start off the interview with those famous words, “I’ve looked over your material and have a few questions,” and run the 30 -45 minute interview.  It was a little like Steve Jobs saying, “Oh, and one more thing.”

EDA editorial has changed, needless to say.  Fortunately, we have Fuller and Goering here to talk a little about what EDA editorial used to be, what it is today, and what we can look toward in the future.   We’ll post their thoughts over the next several weeks, usually on a Monday.

I can’t think of any individuals more qualified to speak cogently on this subject.

 

Brian Fuller

Brian Fuller

Richard Goering

Richard Goering

 

 

 

 

 

 

 

 

 

 

 

 

 

 

ED:   Brian, Richard, thanks for taking time to reminisce a little and to analyze and speculate about where we’re at now.  So let me kick it off with this question:

What’s happened to electronic design editorial and where is it today?

BRIAN:  Ed, to your question what’s happened to electronic design editorial is pretty simple: it’s still there…it’s just in a different place.

ED:   I keep referring to a golden age for EDA editorial.  There was one, wasn’t there?

BRIAN:  Yes, there was!  Think back 20 years ago and you had at least three major publications with EDA editors of one type or another: EDN, Electronic Design, EE Times, Electronic News (not to mention overseas publications).

ED:  There also was Computer Design, the first publication covering EDA to bite the dust.

BRIAN:    That’s right!

ED:  But I interrupted you…

BRIAN:  EE Times, of which I am most familiar, had 2.5 editors at one point covering the design automation industry from the technology and business standpoint.

ED:  So what happened?

BRIAN:  Well, we all know the backstory since then: In 2001, the dot-com bubble burst. Semiconductor and EDA companies shifted marketing dollars to their own site development and to those publications they thought could deliver more eyeballs.

ED:   What about the notion that EDA vendors never bought sufficient advertising and therefore killed their own editorial?

BRIAN: It wasn’t just with EDA, but I think EDA started the ball rolling, and they were big advertisers so the impact was significant.   Electronics publications had to prioritize areas that they were going to cover. Paul Miller, then CEO of UBM Electronics, said pretty bluntly “EDA marketers: If you’re not going to support us, we can’t invest in editors.”

That was the end of Mike Santarini at EE Times; just a few years later it was the end of Richard Goering, now my colleague at Cadence.

RICHARD: Well, not really the “end” of Mike or myself; Mike went to Xilinx, and I’m now at Cadence. But I do agree with Brian that a lack of advertising revenues ended my career at EE Times.

ED:  So what do we have today?

RICHARD:  Not much is left in print.  EE Times, EDN and Electronic Design still exist on-line, but in more of a blog format than traditional journalism. Their EDA coverage is limited.

BRIAN:  Richard’s right. There isn’t an EDA “press corps” in the old definition of the term. The electronics publishing industry has restructured itself into smaller, more specialized sites with much lower overhead than the traditional electronics publishing houses, and they are quite healthy. Editors do cover EDA from various angles, but they also cover lithography and foundry and SoC design and so on.

These are outfits like SemiWiki, EE Journal and its sister publications, Semiconductor Engineering, Chip Design Magazineand so on.

Over this same period, those companies that shifted their marketing dollars away from third-party publishers to build out their own sites, realized they needed content experts, because that¹s never been their strength. So, as more editors have been turned out onto the streets from third-party publishing, industry companies have eagerly snapped them up to build content.

Right now, we have a very interesting mixture of editors working together from two sides of the aisle, if you will, to create technology conversations.

……………………..

 

So what is the EDA editorial braintrust these days?  See what Richard and Brian have to say about it in our next blog. 

 

 

 

 

RICHARD GOERING: one year later

Monday, February 1st, 2010

(As we all know, Richard Goering is a longtime EDA editor who went to work for Cadence in March 2009, where he writes the Industry Insights blog and works on various writing projects. I recently had a chance to talk with Richard about his year on the corporate side of editorial writing and the state of EDA editorial: where it’s going and what it’ll look like, if it continue to exist. It will, but…BTW,  something’s different about Richard’s photo…)

richard_goering1a1

ED: It’s been about a year since you moved from editorial over to Cadence. What differences, if any, do you see?

RICHARD: First, there’s a difference between blogging and news reporting. A blog is shorter and more personal, and is written in a different style. After many years of conventional news reporting, blogging has taken some adjustment.

Also, writing a corporate-sponsored blog is different from writing for an independent publication that covers news from all vendors. With the Cadence Industry Insights blog , I’m writing about most of the same issues I would have covered for EE Times, but where appropriate I’ll include a Cadence perspective or product mention. I don’t generally write about developments from other companies, unless some sort of Cadence partnership is involved. I should note, however, that since I’m focusing on issues rather than products, I don’t often write blogs about new Cadence products.

ED: So it’s been a change to come over to the dark side…not that there’s much of a “light side” any more, huh? What did you perceive as the dark side and what does it look like now, to you?

RICHARD: I don’t really think of it in terms of a “dark side” and a “light side.” Independent publishers are not doing charity work – they’re in business to make money like everyone else, even if they don’t succeed!

For me, working for a major EDA company has certainly been an educational experience. I now have a much better idea of how EDA companies function. Before EDA companies were mysterious monolithic entities that spit out press releases and products. Now I see the “people” side of the industry – lots of creative and diverse people who have many different ideas, and somehow come together with a consistent message.

ED: You’ve covered EDA for over 20 years. Clearly the publication world has changed, is collapsing as we speak. What lies ahead for EDA publications and coverage?

RICHARD: A lot less coverage, as we’ve seen already. Still, publications like EE Times, EDN, Chip Design Magazine and Electronic Design do have some EDA coverage. But a lot of the coverage going forward will come from blogs, forums, and various social media outlets.

ED: Where EE Times is concerned, it seems that there has to be some connection with a chip design issue for there to be EDA coverage. Otherwise, it goes to EDA Design Line. I think that’s fine, but it sure says something about how that once-mighty publication has changed, huh? Well, don’t let me put words into your mouth. How is the change in EE Times emblematic of what’s happened to EDA editorial?

RICHARD: It’s not just EDA editorial – EE Times has a lot less editorial, period. There is still some EDA reporting once in a while, but there seems to be more of a semiconductor focus. That probably makes sense given the lack of EDA advertising and the greatly-reduced editorial resources.

ED: What role will the new era bloggers (indie, corporate, editorial, PR) play? How will those roles evolve?

RICHARD: Blogging provides a new information channel that’s hopefully written in an engaging style, by someone with expertise in a given area. Given that some EDA bloggers are chip designers or consultants, it can be a “peer to peer” communications channel. It can also be a two-way channel if a conversation develops.

Independent bloggers, I suppose, are those who are not paid by a company to blog, although many do have employers. While every blogger has her or his own biases and points of view – a point of view, after all, is what blogging is all about – independent bloggers have the potential to be on neutral ground with respect to EDA vendors.

Corporate bloggers will reflect the positioning of their companies, but they can also provide a good deal of useful, in-depth information that you won’t find elsewhere. With Industry Insights, I have been able to write some “inside look” kinds of blogs that it would have been difficult to write from the outside. For example, I wrote a series of blogs about what it takes to port EDA software to multicore platforms, drawing upon Cadence’s experiences in this area.

Due to the lack of editors, there are very few EDA editorial blogs. Those that exist are picking up some of the coverage that’s missing from the electronics trade press. An example is Ron Wilson’s Practical Chip Design. I haven’t seen much in the way of blogs from PR people, although yours is an exception.

ED: OK, since you bring it up, what role do EDA PR bloggers have in EDA blogging?

RICHARD: I think PR bloggers would do best to focus on issues like social media, PR, and advertising, as opposed to technology. With all the changes in the media, there’s plenty to write about.

ED: But blogging seems more opinionated than EDA editorial, which you covered for so long and so rigorously. I mean, clients were intimidated by the perceived “wrath of Goering” and would oftentimes minimize their hype when being interviewed by you. Thus, we got a comprehensive and objective overview of the technology area from you, even when you covered new products. Will we see objective reporting disappear?

RICHARD: No. As I noted, there is still some EDA reporting in the traditional media, and some bloggers do objective evaluations of major new products and announcements. But the days when every EDA announcement would receive coverage are long gone.

ED: So what role will traditional press play?

RICHARD: I think there will be some continuing coverage of really big announcements or developments. But there will be a lot less product coverage and new company coverage than there used to be. Unfortunately, there are a lot of press release rewrites in the press these days. That doesn’t provide much useful information for the readers.

ED: How possible is it that an EDA press disappear? Why?

RICHARD: Very simple – lack of advertising. It’s part of the meltdown we’re seeing across the publishing world. Also, EDA stories don’t get tens of thousands of readers. There’s a very small, specialized audience, although they have big wallets.

ED: What’s there to keep EDA honest if there’s no longer an “industry press?”

RICHARD: There is an industry press – there’s just less of it. There are also a growing number of bloggers watching EDA developments. But more and more it will be up to the users to help keep EDA vendors on the right track. With the ability to start a blog or comment on blogs, join on-line forums, speak at user group conferences, and participate in Twitter groups like #EDA, EDA users now have a voice – and they will hopefully use it for the betterment of the industry.

ED: What’s your sense of pay for play in editorial? Good, bad or necessary?

RICHARD: I’m not going to say it’s bad, but if a company pays to have an article written, I think that should be made clear to the reader.

ED: Well, EDA’s benefited from your historic participation in the industry. Witness your DAC award a few years back. It’s been, what, over 20 years, starting at Computer Design? I’m not sure anyone can see an EDA industry without Richard Goering in place. Thanks for taking the time to catch up.

RICHARD: And thank you for the opportunity! After interviewing your clients for years, it’s an interesting turn of events to have you interview me.

– end –

Yet another 2010 EDA Trends write up?

Monday, January 18th, 2010

2009 was a rough year for an already stagnant EDA world. Looking to 2010, Liz Massingill and I asked industry colleagues, opinion makers and friends what each of them saw as the BIG trend for 2010.

Here’s what they said.

Karen Bartleson, Blogger, The Standards Game, Synopsys
http://synopsysoc.org/thestandardsgame/

The big trend in EDA for 2010 will be the acceptance of social media as an additional means for communicating with customers, partners, and competitors.

Now that blogging is settling in as a viable source of information from media people, company experts, and independent publishers, more new media tools will come into play. Not all tools are right for everyone or every situation, so the EDA industry will explore the options and experiment with a variety of community-development activities.

LinkedIn and Facebook will offer special interest groups a place to congregate. Twitter will be tested by more people – who today are curious or skeptical – as a means of immediate, brief interaction. EDA suppliers will offer new communication channels and those that are truly value-add will thrive.

The EDA world won’t change overnight, but the trends in social media will be noticeable.

Graham Bell, Director of Sales and Marketing, EDACafe
http://www10.edacafe.com/blogs/grahambell/

The BIG trend will be that designers need ALL of the technology that EDA companies have been working on and introduced in the last 18 months.

There is a lot of design work being done at 45nm and all the established tools are running at the edge of their capabilities.

New generations of parasitic extraction, static and statistical timing analysis, and automated property verification are just some of the important technologies that will be needed by design teams.

Mike Gianfagna, Vice President, Marketing, Atrenta, Inc.
http://www.atrenta.com

In 2010, we’ll see an accelerated move to doing more design at higher levels of abstraction.

Chip complexity and the skyrocketing cost of physical design, along with the advent of 3D stacks is forcing this. Designers just won’t be able to iterate in the back end in 2010 and beyond. It’ll take too long and cost too much.

Power management, design verification, design for test and timing closure will all be “close to done” before handoff to synthesis and place & route. The traditional backend flow of IC design will become a more predictable, routine process, which will accelerate its trend toward commoditization and consolidation.

This move to higher levels of abstraction will also have implications for IP selection and chip assembly. This will compel a new genre of tools to emerge. Standards like IP-XACT will help this process to take hold. Perhaps this is what ESL will become.

Richard Goering, longtime EDA editor and currently manager of the Cadence Industry Insights blog
http://www.cadence.com/Community/blogs/ii

I think the Big EDA Trend for 2010 will be SoC integration.

There will be a renewed focus on the challenges of integrating existing IP, providing breakthrough technology for design teams to quickly and reliably
assemble complex SoCs from integration-ready IP blocks, and then run
full-chip verification including both analog and digital components.

ESL is part of this story because there’s a need to move to
transaction-level IP creation, verification and integration. Hardware/ software integration and verification and will also become part of
the drive towards SoC integration.

Harry Gries, the ASIC Guy, EDA blogger
http://theasicguy.com/

As for the EDA trend in 2010, I think that EDA companies, when they recover, will choose not to hire more sales and marketing people but will invest more in other marketing tools on the Web or using social networking strategies.

A good example is a company like Xuropa, which is actually a client of mine, under full disclosure. They help EDA companies put their tools on the Web in order to help them reduce their costs for demos, product evaluations, etc.

I think that will see a lot of interest in the upcoming year as companies look for ways to do “more with less”. User group events may also move online, just like this year’s CDNLive was a virtual event rather than a real live event. Xilinx and Avnet sponsored an X-Fest this year that was also an online event. Things are moving online fast and economics will drive that.

Grant Martin, EDA blogger
http://www.chipdesignmag.com/martins/

In 2010, we’ll see the steady progress towards usable ESL tool and methodology adoption by design groups.

The areas of greatest real ESL use are the high level synthesis of data crunching blocks used in various DSP-type applications (signal and media processing), the increasing adoption of processor/SW-centric design methods, and the increased creation and use of virtual prototype models.

(Brian Bailey and I have a new book from Springer coming out in the new year on practical ESL use methods: “ESL Models and their Application: Electronic System Level Design and Verification in Practice”. See for a summary. )

Dan Nenni, EDA blogger
http://danielnenni.com/

For EDA, 2010 will be the year of the foundry. Foundries will drive new EDA flows and business models.

The TSMC Open Initiative Platform
is but the tip of the iceberg. If EDA and IP companies do NOT join forces with the foundries and take arms against the sea of semiconductor troubles – they will continue to suffer the slings and arrows of outrageous economic misfortune.

Coby Zelnik, CEO, Sagantec North America, Inc.
http://www.sagantec.com

In 2010, we will see more designs taping out in 40nm.

In an effort to minimize risk, cost and time to market, design reuse will be
maximized; many of them will be migrations of existing 90nm and 65nm products or derivative products with minor updates and tweaks.

– end –

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