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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.


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. 





Reinvigorating semiconductor startup funding

Monday, July 22nd, 2013

For those in fabless semiconductor or IP startup mode (or even thinking about how to start up and get funding),  take a look at Paul McLellan’s  report on a couple of panel sessions at the annual GSA Entrepreneurship Conference, held last Thursday, July 18 at the Computer History Museum.

Of note is that the first session’s panelists brought a variety of funding models to the table – from a traditional VC to Intel Capital to a brand new incubator on the scene – SKTA Innopartners.  In fact, any of you fabless guys really should talk to Angel Orrantia at SKTA.  They are focused on fabless semiconductors and enterprise software.

Below is an excerpt from Paul’s write-up:

GSA Entrepreneurship: Getting Money In and Out

Paul McLellan


Paul McLellan

Published on 07-18-2013 11:32 PM

This afternoon and evening I was at GSA’s entrepreneurship conference at the Computer History Museum. The first two panel sessions were essentially on getting money into companies to get them started (or growing them), and getting money out when you have built the business.


Predictions 2013

Monday, January 14th, 2013


The world did not come to an end in 2012, so we can now breathe a sigh of relief and prognosticate about 2013. Or can we? Well, we can but what sort of world will it be for the EDA and IP industries in 2013? Should we even go there?

We think so. So we asked industry friends, associates, clients and media folks to ponder what industry-shattering events or breakthroughs we might see in EDA & IP this coming year.

We’ll be posting predictions from these industry visionaries over the next couple of weeks. We hope that you will find them as enlightening and entertaining as we did.

We’ll begin with some eye-opening predictions by blogger, author and industry expert, Paul McLellan.

2013 is all about lithography, EUV, the end of Moore’s law, 3D as a savior etc. Specifically:

• There will be a lot of discussion about the costs of 20nm since it is so much more than 28nm. It will be a very slow transition with some people going straight to 14/16nm (which is really 20nm with smaller transistors which is really 26nm with smaller transistors). Expect lots of discussion about the end of Moore’s law.

• EUV lithography will not become commercial during 2013 and so will miss the 10nm node.

• TSV-based 3D ICs will start to become mainstream. Memory on logic, and mixed digital/analog on interposer. Expect lots of discussion about “more than Moore” and how 3D is the new way for scaling.

• The death of a giant will finally take place. Nokia, still #1 only a year ago, will be dismembered. A consortium of Apple, Google and Samsung will buy the patents for billions. Huawei will buy the handset and base-station businesses for peanuts.

• Synopsys will acquire Mentor. EDA will otherwise be fairly boring with the big three being the only companies able to attack the upcoming problems that require dozens of tools to be updated, not just a new point tool inserted in the flow.

• If the IPO markets are open, Jasper, eSilicon, Atrenta and Tensilica will go public. If someone doesn’t buy them first.


Atrenta acquires NextOp – Could this be the start of something BIG?

Wednesday, June 20th, 2012


Gary Smith’s statement about the Atrenta acquisition of NextOp has been bandied about this morning in the news….“This could be the start of something big, and NextOp was an excellent place to start.”

See today’s news and analysis about Atrenta’s acquisition of assertion synthesis vendor NextOp plus an interview with Atrenta and NextOp execs in the following online publications:

EDA Café Blog: What Would Joe Do?

EDA Express

EE Daily News

EE Times News & Analysis

EE Times: EDA DesignLine

Gabe on EDA


System-Level Design

Tech Design Forums



Lee PR does work for Atrenta

ICScape got $28M funding, exhibits for first time at DAC

Friday, May 25th, 2012


Named by industry observers as “the biggest EDA company you’ve never heard of” and “a rare and endangered species” of EDA companies, ICScape will bolt out of stealth mode to exhibit at DAC for the first time.

Founded in 2005 by Steve Yang and Jason Xing, the company’s been busy over the last year.  How?  Merging with analog EDA vendor Huada Empyrean Software (HES), getting that US$28M infusion to fund global R&D, customer support and sales expansion, and working on OpenAccess-based product lines that we’ll probably see in some integrated form toward the end of 2012.

ICScape’s booth will greet attendees right at the entrance to the exhibit floor, in Booth 1602.   The company’s executives will be there to:

1)  talk about its technology,

2)  introduce current customers (a major silicon valley Fabless IC company and a major Silicon Valley analog device company) who will also be available at the booth to share firsthand experience,…..and

3)  ensure that ICScape will be one of the EDA names that all of you will have heard of.

See what Paul McLellan,  Mike Demler and  Brian Bailey have to say about ICScape:—ICScape

See you at DAC!



Note:  Lee PR does work for ICScape.

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