I spent a very pleasant hour or so yesterday afternoon over a chilled glass of Oyster Bay with the mastermind behind TWL. (No, I won't name them, but plenty of people know who it is anyway - and I'm sure it will be common knowledge soon enough). It was good to finally meet tech PR's masked crusader - and to get an idea of where the TWL brand is going.
TWL has been around the tech PR biz for some time - hence why the content is nearly always "on the money". And as Peter Kirwan has already pointed out, although one may think that the site is simply there to find fault with everything, TWL would really like to run some genuinely positive material - it just seems hard to come by - or no-one feels comfortable sharing it.
The following are some of the (many) things we discussed:
1. TWL fulfils a need
Spin Bunny proved the concept and TWL has essentially picked up the baton. Interestingly, TWL is looking at expanding its coverage to encompass other areas such as financial and healthcare PR - broadening the appeal of TWL is certainly one way to give it more long term viability.
2. Bringing the fun back into tech PR
We both agreed that much of the fun appears to have gone out of tech PR - the industry's general inability to laugh at itself needs addressing. TWL is at least doing its bit to help.
3. Fear of TWL link love
TWL revealed that many people are afraid to link to TWL because it is perceived as being, well, a bit naughty. Again, the sooner everyone lightens up the better.
Clearly, TWL has a whole lot more planned in the coming months - which will no doubt be revealed in due course. For what's its worth, I think TWL is on to something - I really do think it can be a force for good - as well as offering an alternative voice in an industry that has traditionally run scared from discussing real issues openly and honestly. I certainly wish them well as things develop. More power to your elbow TWL, etc.