NOVEDGE blog

Interview with Ellen Finkelstein, AutoCAD Author

The AutoCAD users' community stands on a few pillars, one of which is the "AutoCAD Bible", published by Wiley and refreshed every year in accordance to the new version of the AutoDesk product. The author of this important and popular book is Ellen Finkelstein, an AutoCAD and AutoCAD LT expert who also publishes a very popular weekly newsletter. Ellen is a prolific author, writing books for many software programs, most notably AutoCAD and AutoCAD LT as well as Microsoft PowerPoint. Continuing my exploration of the AutoCAD world, I interviewed Ellen and asked her a few questions. If you are an AutoCAD user, this can be an interesting read.

Ellen, can you tell us a bit about yourself and your professional activities?

I have two professional lives, one in AutoCAD and one in PowerPoint

I have two professional lives, one in AutoCAD and one in PowerPoint/presenting. On the AutoCAD side, I’m the author of AutoCAD 2010 & AutoCAD LT 2010 Bible (10th anniversary edition!). I publish the AutoCAD Tips Newsletter which contains new tips from my web site, www.ellenfinkelstein.com. In the past, I’ve been editor of Inside AutoCAD and written articles for that publication, Autodesk, and others.

Despite being the most popular CAD software, AutoCAD is frequently dismissed as not technically advanced. What keeps attracting millions of users to this program?

AutoCAD is pretty popular!

Actually, AutoCAD is pretty popular! But it’s in the middle. On one end, you have AutoCAD LT, which is less expensive and contains all the basic features that 2D drafters need. More people use it than AutoCAD. On the other side, you have Revit and Inventor, which are specialized, offer much more intelligence in the drawing, and so on. So, many people gravitate to one end or the other of the spectrum.

You have been working, writing, and teaching about AutoCAD for quite some time. During this time, has AutoCAD changed in any unexpected ways?

I’ve been pleased at the new features that Autodesk has added

Not really. I’ve been pleased at the new features that Autodesk has added, especially 3D features and the new parametric constraints.

If you could recommend a new feature for the next AutoCAD version what it would be?

Inventor recently added 3D dimensions which are very cool. I’d also like to see 3D dynamic blocks.

With the Internet offering countless opportunities for AutoCAD users, from users' forums to video training, what is role of a book such as the "AutoCAD 2010 Bible"?

us old-timers still like to use books

I think all types of training can be useful, but us old-timers still like to use books! But seriously, almost everyone needs to sit and read about a feature in depth from time to time. Forums and video training cover topics in brief, but my book covers them in depth, and then offers an exercise to practice. People search on the Internet for issues and find these forums and video training, but they also find tips and tutorials on my site. I also include video lessons for a tip, sometimes. So, I really offer both. In fact, the book’s DVD contains videos of parametric constraints and 3D meshes.
People may not realize that the AutoCAD Bible’s DVD contains the book in (non-printable) PDF format, which is search-able. This makes finding what you need pretty easy.

How do you collect, select, and organize the information required your AutoCAD books?

The first time was really, really hard. Now, I’m just updating...

The first time was really, really hard. Now, I’m just updating, so it’s much easier. But I always consider carefully how to organize new material so that people can understand it if they’re reading through the book from start to finish, as some new learners do. Each year, I participate in the beta program (which is excellent) and make a pretty complete list of new features. I assign each feature to the appropriate chapter and then start writing!

You are an inexhaustible source of AutoCAD tips and tricks. How do you find new and original tips and tricks each week for your blog readers and newsletter subscribers?

AutoCAD has lots and lots of features

It’s getting harder and harder! I welcome ideas from my readers and subscribers, and sometimes their questions are the spark for a new tip. I use my book as a major source as well. Sometimes, I just explain a feature in detail in a tutorial, and AutoCAD has lots and lots of features.

I would like to thank Ellen for taking the time to answer my questions. If you have any questions for Ellen or for Novedge, please leave a comment below and we will be glad to answer.

Franco Folini

Ellen PowerPoint Sample Training Ellen Finkelstein tips for AutoCAD and PowerPoint
are available at www.ellenfinkelstein.com

Interview with Jonathan Pickup, Vectorworks Guru and Trainer

Every CAD system has its own group of fans and gurus. The excitement of CAD fans for their favorite design system doesn't stop in front of obstacles or barriers. Vectorworks fans are no exception. Among them the most knowledgeable and active is certainly Jonathan Pickup (website, blog, twitter). Despite living in the green land of New Zealand thousand miles away, on the opposite site of the planet from Nemetschek NA, he has become one of the most active experts and trainers of the Vectorworks community. His architectural background makes him extremely effective in creating a connection between the features of Vectorworks and its users. Jonathan's training sessions avoid technical jargon and speak the language of architects and designers. He has generously published most of his training online where it's available for free. Let's ask Jonathan some questions about himself and his favorite CAD system.

Jonathan can you tell us a bit about yourself and your professional activities?

I'd always wanted to be an architect and I love creating buildings

I trained as an architect in New Zealand. I'd always wanted to be an architect and I love creating buildings. After graduating the Auckland University School of Architecture and working in several places in New Zealand, I traveled to London where I worked for a large company called BDP. I was there for seven years working on many cool projects like the All England Lawn Tennis Club, National Maritime Museum, and shopping centers.
CAD was not a big thing when I got to London. Hardly anyone used it. Within a few years a few practices were using CAD. BDP had their own system. I was keen to learn the CAD, especially keen when the recession in the early '90's hit. There weren't many CAD operators and I wanted to keep my job, so I worked hard at being good. A few years layer BDP moved to MicroStation and they sent me away to learn how to use that. I was promoted to CAD manager on several projects.
It was about this time that I leaned MiniCAD 3+. That’s how long I've been using Vectorworks, since version 3.

What makes Vectorworks different from or better than other architectural design programs?

Vectorworks may not be better than other programs, but if you can learn to use it really well, it will feel better than other programs

At the time I learned MiniCAD, there were very few 3D programs. Vectorworks seemed so easy to use. Compared to MicroStation, Vectorworks was so easy to use. Now there are more programs that compete with Vectorworks. But Vectorworks still has a easy to use set of tools, and it has some powerful tools.
I have worked hard to build training resources for Vectorworks, and other programs do not have the resources we have. Vectorworks may not be better than other programs, but if you can learn to use it really well, it will feel better than other programs. My next door neighbor uses another CAD program and we've know each other for several years. We chat over the letter box at the end of the driveway. He wishes that his CAD program that the resources that I write, and the regular monthly training I provide. I told him to swap to Vectorworks and he could enjoy it too!

You have extensive experience producing training material. How are new technologies changing the way we learn and use our design programs?

a lot of people just don't realize how easy it is to learn a program with the embedded movies

When I first started writing manuals, I used Microsoft Word. It allows you to do a great deal, and write short manuals quickly. Combine that with a reasonable computer and printer and you can generate high quality manuals. Now you can create PDF files and get the manuals printed on demand.
I have been producing manuals with embedded movies for several years now. I think a lot of people just don't realize how easy it is to learn a program with the embedded movies. The movies let you get the whole picture, and get it quickly. Giving my clients movies has really improved.
The change in the last year has been my ability to provide online training. This has allowed me to offer small amounts of training when the client needs it. I run all my courses on line now. This allows me to be really flexible and it allows me to have students from all over the world.
I only have a few people at each course, I can see their screen if I need to, I can watch them work and I can correct any mistakes. This technology has been a big change for me and my clients. I have started to train clients all over the world.
This allows small amounts of training, bite sized bits of training. Small amounts of training allows the training to be digested before the next session. It allows practice between sessions, which reinforces the learning.
Before this, clients had to travel to my sessions, and I had to travel to different towns. Now I travel to their computer where ever they are. Should I mention the environmental savings?

Vectorworks users have access to several sources of information, from help files and manuals, discussion forums, online videos, and now, your book. Where does your book fit in this crowded set of options? Who should read your book?

my manuals are designed to show you how to compete a task

The Help Files and User Guides are great at showing exactly how to use one tool, but they are no good at showing you how to complete a task. A task uses several tools and commands. Some of these will not be obvious. My manuals are designed to show you how to compete a task. Each month I write a manual for my subscribers, and these show how to complete tasks that are not in any other manuals. For example, one month we covered a room finish schedule. from start to finish, all the steps need to complete the finish schedule, why some things work and why some things don't work. I like to give the reasons why things work, and the reasons why I do things. So, for example, if I'm talking about making layers and classes, I like to tell people why I use these layers and classes. I guess this is what sets my manuals and movies apart.
As for the 3D manual, it has been designed for people that want to get into 3D modeling. The manual starts with very simple modeling, covering all the basic tools and commands. 3D working is a lot of fun and I wanted everyone to see how easy it can be and how much fun you can have. So, if you want to use Vectorworks like SketchUp, if you want to draw a building with out walls, or you want to get into free-form design, try this manual.

Architectural design comes late to the world of 3D modeling. How do you explain this delay?

the problem is that many architects do not see that 3D modeling with a CAD program is useful

I'm not sure I can explain it. I started 3D modeling in MiniCAD 3+. That was a long time ago.
Not all of my employers have been keen to allow me to work in 3D. One employer was quiet strong on preventing me working in 3D, but I did anyway and he used to the 3D model to solve several design issues. So, maybe it's just the the employers do not think that 3D modeling in any CAD program can help them. Vectorworks has had some pretty cool 3D abilities for a long time. I could be wrong, but I think we have have had NURBS modeling since Vectorworks version 9.
So, I don't think the problem is the lack of software. The problem is that many architects do not see that 3D modeling with a CAD program is useful. After all, they have been drawing and sketching all these years without a CAD program.
I used to work for an architect. I taught him and his office Vectorworks, and I also worked for him as an architect. We were working on a renovation and extension project for a school. The architect had sketched the 3D look of the project, and had decided how the connections and junctions between the old building and new building should be. I was told to get on with the drawings, there is no need to much around with the 3D model. However, I noticed that the sketch wasn't accurate. The buildings were not relating they way the architect wanted. So, against instructions, I spent ten minutes to work on a 3D model to show the architect what the real situation was. When he came over to see me there was the 3D model, and the connection problems. He was happy to see the model and we spent thirty minutes working on the project, resolving all kinds of issues. At the end he was really happy with the solution, and it wasn't the same as his sketch.
I've always thought that 3D model to speed up the construction drawings, but more importantly, we should use the 3D model to improve the quality of the design. The challenge for a lot of users is learning to model the design when it is not a traditional building, or how to create a fast block model, like I did for the architect. That is where my 3D modeling manual comes in. Clients that buy this manual will learn the basic tools first, the ones that are quick to use, and they will learn how to take a block and cut it, pull it and shape it to make a concept. And, they will learn those cool curving shapes.

Many design software programs sustain an of ecosystem of blogs, online communities, technical books, etc. Vectorworks users are only now recognizing and organizing themselves online. As one of the most active Vectorworks users, can you help us understand the new surge in online participation?

When I started to blog [...] I wanted something that would be useful for my clients and other users of Vectorworks

Many younger people are especially active online. When I stared blogging a few years ago, there was a lot of people already blogging, but it was mainly for personal reasons. Now there are a lot of blogs for business, and many more are blogging now. An online presence is now an essential part of your business.
When I started to blog, I didn't really want to make my blog about me and my life. I thought that might be too dull! But I thought I could make my blog about Vectorworks tips and tricks. .
Vectorworks have started to invest in the community board and they have really made an effort in blogging, and social media. You interviewed Jessie Newburn recently, she is amazing with the effort she puts in and I think that is bringing more users online.

How did you approach the task of writing a technical book such as "3D Modeling in Vectorworks"? How did you select the content and organize it?

when my students start to have fun with Vectorworks, they start enjoy it more, and they learn more easily

The 3D side of Vectorworks has always been the most fun. When my students start to have fun with Vectorworks, they start enjoy it more, and they learn more easily. I have been teaching simple 3D modeling for a long time, since the days of MiniCAD (the name before VectorWorks). It was fun to teach and fun for the students.
A simple introduction to 3D modeling has always been part of my Essential Tutorial Manual, but I had requests from some clients that wanted to see more. As I showed more techniques with 3D modeling, the students asked for more. This manual is the result. Like all my manuals, the students tell me what they want to learn, and I develop exercises that make it simple.
For the manual I used these exercises, and developed more basic exercises to explain all the basic 3D tools and commands. Then I developed a bus stop exercise that was designed to bring together several techniques. I used the bus stop because it would suit several people, architects, landscapers, urban designers and exhibit designers.

I would like to thank Jonathan for taking the time to answer my questions. If you have any questions for Jonathan or for Novedge, please leave a comment below and we will be glad to answer.

Franco Folini

Jonathan Pickup Sample Training Jonathan Pickup training books are available
from Novedge (Look on the Training section)

Alibre CEO Paul Grayson Discusses the New Pricing Structure

The recent decision by Alibre to drop the price of their entry level product Alibre Design Standard from $999 to only $99 generated a wave of reaction throughout the CAD world (see the blog posts by Deelip Menezes, Roopinder Tara, Matt Lombard, and Ralph Grabowski). The decision caught everyone by surprise. Even at a time when the recession is pushing most CAD manufacturers to substantially lower the price of their products with specials and promotions, Alibre's decision is still shocking. My first reaction was not very positive and only after I took some time to analyze the details did I switch to a more positive position. Like many people out there I still have some doubts about the implications of this radical price drop. The main question is if this change will have a positive expanding effect on the market or if it will simply re-orient buyers that were already close to a buying decision. The only person that can help me and Novedge blog readers understand Alibre's decision and evaluate its implications is Alibre CEO Paul Grayson. Here is the interview.

Paul, can you tell us a bit about yourself and your company?

I started Alibre in 1997 after having spent 14 years as the founder and CEO of Micrografx

I started Alibre in 1997 after having spent 14 years as the founder and CEO of Micrografx, a company which went public on the coattails of Microsoft Windows 3.0 in 1990 and reached about $100M in sales and 400 employees before merging with Corel in 2000. Prior to Micrografx, I was a software developer working primarily at manufacturing companies, where I developed a passion for product development and manufacturing.

Alibre has always promoted the idea that its products provide 80% value at 20% of the price. Is this still a valid way to describe your product line?

we provide 100% of the functionality that the vast majority of people need to get their jobs done

Honestly, that is a bit too modest. I think we represent significantly more than 80% of the value for 20% of the cost, especially with the $99 price offer. But more importantly, we provide 100% of the functionality that the vast majority of people need to get their jobs done. We may not have all of the bells and whistles of SolidWorks, Inventor, Pro/Engineer, etc., but our customers tell us that having a simpler, streamlined, easier-to-learn user interface with a complete, but not overbearing set of features, is a real advantage. Our competitors have become overburdened with unnecessary complexity and a multiplicity of ways to do the same operations, which just leads to user confusion, difficulty of learning, and the need for constant retraining.
Can the designer make the model, verify it, detail the drawing, and send it to a manufacturer in a timely and efficient manner with Alibre Design? That’s the question. In an overwhelming percentage, the answer is yes.
We serve the full needs of the vast majority of small and medium sized businesses that design mechanical products. So to answer the question very clearly, if you make cars or enormous, extremely intricate industrial equipment with 10,000 parts, we aren’t for you. If you’re like most companies, we are.

Your recent decision to drop the price of Alibre Standard to only $99 has shocked the entire CAD market (myself included). Can you explain the reason behind this decision, the expected effects, and the implications for the end-users?

Our mission is to make 3D CAD available to everyone that wants or needs it

That’s a lot of big questions in one, so let’s look at them one at a time. We had a healthy internal debate about this strategy. There were concerns about possible cannibalization or creating the perception that we were desperate. It really came down to a passionate desire to enable customers to experience Alibre Design and to take a bold step to increase awareness and adoption.
We have 10’s of thousands of satisfied customers worldwide and an obsession to reach everyone that we can. Our mission is to make 3D CAD available to everyone that wants or needs it. Our previous marketing initiative, Alibre Design Xpress, was very successful in reaching hundreds of thousands of users and motivating many of them to move to our paid products. We know that when customers give our products a chance, they love them. And they recommend them to their associates and colleagues. “Word of Mouth” is our most common lead source and the most effective form of marketing. This offer is all about shaking up the CAD industry, creating controversy, getting the industry talking about us, and most important getting customers to try our product and discover for themselves how great it is. We know that if we do that, we will be richly rewarded, in business and financial success, but even more importantly by the success of our customers in creating innovative products and exciting careers for themselves.

we had the expectation that there are large numbers of serious designers that need a professional CAD system but can’t afford it right now

The interesting thing is that many of our customers start at Standard but almost inevitably end up migrating up the food chain. The majority of our customers use Professional or Expert, which is indicative of the fact that they find real value in moving up as they become more accomplished with the product. We expected to see a lot of individuals and personal users that just want to get the $99 deal, but we thought “why not?” We also had the expectation that there are large numbers of serious designers that need a professional CAD system but can’t afford it right now. These people will want training, maintenance, and will eventually move up to higher-level products when they have the resources and the reason to do so. The promotion has only been running for the 2 days and it has already greatly exceeded our expectations. From the people we’ve talked to we are hearing that our assumption was valid. All we’ve done is remove the prohibitive up-front cost. That’s it.

we’re going to get a lot of instant adoption from serious designers that do not currently have a CAD option for their budget

So the expected effects of this promotion are that we’re going to get a lot of instant adoption from serious designers that do not currently have a CAD option for their budget, that they will be successful with our product, and that they will talk about it. When people try us, they like us, and they stay with us. They will eventually move up our product line (at a very reasonable cost), they will find value in yearly maintenance (also a very reasonable cost), and the end result is that this is not a $99 revenue stream for us.

end-users are [...] getting a heinous deal. Something they will never see again

Some people have claimed this is a bait-and-switch. Well, the bait is $99, no argument there. The “switch”, if we want to play into that terminology, is that we expect those that take advantage of the offer will realize they got a great deal and will voluntarily give us more money in the form of keeping that great deal up to date with maintenance and learning to use it efficiently with training. We don’t feel bad about that, and we aren’t hiding it. The various options to buy with training and maintenance alongside the deal are prominently shown on the promotion page.
The implications for end-users are pretty straightforward. They are getting a heinous deal. Something they will never see again, and that can’t be touched by any competitor offering the tools that we do. Like we said – there are no gimmicks involved. It’s pretty much that simple.

Is this drop in price a limited time special offer or something that will continue even after the new release of 12?

we originally planned for this to be a very short-term offer

We originally planned for this to be a very short-term offer, just long enough for the marketing buzz to build and our channel partners to exploit the surge in demand. However, it is so successful already, that we are considering extending it by a week or two to give people who respond quickly the opportunity to take advantage of it. A key consideration for us is the availability of V12, which is in the final stages or endurance testing. That, at a minimum, puts a book-end on the offer.

Selling and promoting a $99 product requires a completely different approach compared with selling a $900 product. What changes are planned in your processing and marketing strategies?

our marketing strategy for this offer is to get it in front of as many people as possible as quickly as possible

Since this is a one time, temporary promotion, the biggest thing we had to take into account was the processing side of things. Accommodating the amount of inquiries, web traffic, etc. was something we had to prepare for and we’re lucky we did. Sales have taken off.
As far as marketing it – the promotion really speaks for itself. Our marketing strategy for this offer is to get it in front of as many people as possible as quickly as possible. We decided to embrace an Internet centric announcement and promotion model, starting with bloggers and industry insiders such as you, Kenneth Wong, Ralph Grabowski, Matt Lombard, Deelip Menezes, Roopinder Tara, and others. We decided to release the news on our blog first and then just rely on folks like you that are truly passionate about the CAD industry and that watch and report on everything that is happening. We knew the deal is too good not to talk about – in fact it’s unheard of - and as we’ve seen many bloggers and news sites immediately picked it up.

there’s a huge difference between being desperate and being opportunistic

In general this would not be successful in the long run without buy-in from our reseller channel. After a healthy discussion about the pros and cons with many of them, we found that with few exceptions everyone was on board with the idea of a massive influx of new users, even if it is at a very temporary loss in margins. The mid and long term benefits outweigh the short term. We just happen to be in the unique position to be able to do this – none of our competitors can. There’s a huge difference between being desperate and being opportunistic. It’s just that when most vendors are opportunistic, it’s a zero-sum game and the consumer loses. In this case, the consumer wins and so do we.

It's getting more and more difficult to find excuses to justify the purchase of a 2D CAD system or to postpone the switch to a 3D system. Despite that the 2D CAD market seems to be immortal. What's your take on this topic?

in this industry, customers are later adopters, they have come to depend on their 2D products to get the job done

In my opinion, this is due to a “generational” shift that is in the process of occurring. Mechanical engineers and product designers can be very conservative. At Micrografx, our customers were all early adopters, eager to adopt new technology (like Microsoft Windows and Graphic User Interfaces). In this industry, customers are later adopters, they have come to depend on their 2D products to get the job done and they are not willing to take any perceived risk with a major product change.
These products are truly mission-critical to them. Combine that with the conservative nature of the users, the extensive experience and skills that they have mastered and you have a real barrier to change that will likely only be overcome as new people come into the market. In addition, 2D users have learned to “think” in 2D. They can look at a 2D drawing and visualize what it looks like in 3D. This is a unique talent, almost like mastery of a foreign language. Which means that asking a 2D user to switch to 3D is sort of like asking you to learn French after a lifetime of speaking English. But, when you realize all your competition speaks French, you become more compelled to learn it. It isn’t a question of if, but of when.

If the recession and outsourcing are reducing the market size for CAD systems what should be done to sustain the innovation and evolution of CAD technologies?

the CAD industry needs to move into the modern age and embrace volume-oriented business models

The prevailing sales and marketing philosophy in the CAD industry has been to sell fewer and fewer seats for more and more money. Basically it is a zero-sum game where the big guys are all trying to knock each other out with aggressive direct sales forces and predatory sales practices. It is all about getting large accounts to switch while making them pay exorbitant prices to cover an inefficient business model.
Unfortunately, this has also had the impact of restricting the availability of very important design productivity tools to only those in the financial position to afford it. Many smaller companies and individuals are left out. The recession is changing all of that. Companies and business managers have become frugal and tight cost management is a necessity of survival. This situation is expected to last for years, even if the economy has started to turn upward.
The CAD industry needs to move into the modern age and embrace volume-oriented business models that reach an increasing set of customers as software and hardware prices ride the technology curve. First and foremost they need to realize this isn’t about exclusivity, it’s about ubiquity. Imagine how many more people stand to benefit, how many great products and great companies could be created, if the tools and technology for 3D design and manufacturing were affordable and broadly available.

I would like to thank Paul for taking the time to answer my questions. If you have any questions for Paul or for Novedge, please leave a comment below and we will be glad to answer.

Franco Folini

Alibre 11 Design Overview Alibre products are available from Novedge

Interview with Kenneth Wong, CAD Journalist and Blogger

When I first met Kenneth Wong here in San Francisco my thoughts were not focused on the missing aureola of acronyms that impeccably decorates all his pictures. While shacking his hand I was repeating to myself: "I'm meeting one of the last CAD journalists, a very endangered species. I don't know if I'll ever meet another one before they all go extinct." In the past few years we have been so busy exploring the benefits of blogs, Twitter, and Facebook that we have almost completely missed the gradual extinction of CAD journalists and magazines (thanks to Al Dean there is at least one exception). Now it's time to look at the CAD press not anymore as a legacy of the past, but as a component of the new CAD ecosystem. Following Kenneth Wong and the emerging generation of CAD journalists we are witnessing a transformation process that will make the new press a critical player in the way we produce and consume technical information. Here is Kenneth's interview.

Kenneth can you tell us a bit about yourself and your professional activities?

when I’m looking for stories, I pay attention to not just the technological angle but also the human angle

Nearly a decade ago, in one of my temp jobs, I ended up as a receptionist for a publishing firm in San Francisco. It was the same firm responsible for producing Cadence magazine (no longer in existence). The magazine’s editor in chief, Arnie Williams, noted I had a flair for writing and a curiosity about technology. So he hired me as a junior editor. That was my introduction to CAD. Since then, I’ve also cycled through a number of computer games and digital video magazines as an editor. At the moment, I’m Desktop Engineering’s resident MCAD writer and blogger. My writings also appear in Architecture Week, Computer Graphics World, Cadalyst, and other outlets.
Unlike many of my colleagues, I studied literature in school, not engineering. So when I’m looking for stories, I pay attention to not just the technological angle but also the human angle. I’m a first-generation immigrant, born and raised in Burma, Southeast Asia.

You have been working in the CAD field as a journalist for some time. Can this market support a magazine and a team of independent journalists, or will we have to rely on bloggers and press releases in the future?

Instead of magazines, we now have brands: Desktop Engineering, Cadalyst, Manufacturing Business Technology, to name but a few

We used to think of a magazine as a book published monthly. But in the past decade, that model has changed considerably. Instead of magazines, we now have brands: Desktop Engineering, Cadalyst, Manufacturing Business Technology, to name but a few. They’re made up of printed issues and a slew of properties associated with them, such as newsletters, blogs, webcasts, podcasts, and forums. CAD bloggers like SolidSmacks and Deelip emerged as recognized brands in their own rights because they give compelling reasons for people to rely on their insights and judgments.
This creates new fields and venues. Small businesses that can’t afford to run print ads can now participate online. In the end, we may have fewer printed magazines, but a richer media landscape, supported by a greater number of advertisers. I doubt the day will come when press releases become people’s prime source of news. As we all know, they are anything but independent.

Your style as a journalist is focused on the user's perspective. Can you share with us the process you go through when creating a typical article?

You won’t find a lot of technical details in my writing

When deciding to pursue a story, I always ask, “Would a user care?” You won’t find a lot of technical details in my writing. If I’m writing a feature story on a new product release, I’d rather focus on how easy (or difficult) it is to create dimensions in it than on what the modeling kernel is. I frequently broadcast the topics I’m considering in my Twitter and Faceboook updates, just to get readers’ reaction. I also scan comments on popular CAD blogs to identify people I could interview. On several occasions, I contacted them and asked them to provide quotes for my stories. In Desktop Engineering’s Virtual Desktop newsletter, which I’m responsible for, I regularly feature “Tweet of the month” and “Reader comment of the month,” culled from what readers have to say about certain topics. I think their opinion matters just as much as mine.

For several years, pervasive use of 3D in browsers has been perceived by many as the next big thing. But it hasn't happened, or at least not on a popular scale. What are the reasons for this delay?

The mouse-and-keyboard combo is perfectly suited for text input, but a handicap for manipulating 3D

Partly, it has to do with how we interact with computers. The mouse-and-keyboard combo is perfectly suited for text input, but a handicap for manipulating 3D. The other factor is the lack of standard for repackaging 3D CAD data for the Web. I’m hoping Google’s O3D open API (http://code.google.com/apis/o3d/) will serve as a rallying call for this cause. By the way, online games and virtual communities like World of Warcraft and Second Life are doing a good job cultivating a groundswell for browser-based 3D. Online communities like Dassault’s 3DVIA and 3D ContentCentral represent similar efforts. I think light-hearted, consumer-friendly Web 3D will pave the way for the more serious implementations to come.

How does your approach differ when writing an article compared to writing a blog post?

I see blogging as a way to connect with the readers on a more personal level

In my news articles, I seldom use the first-person voice. I usually keep the “I” out of the text and simply report the facts. In blog posts, my thoughts, my reactions, and my quirky personality are as much a part of the story as the facts. I take that approach because I see blogging as a way to connect with the readers on a more personal level.

Silicon Valley venture capitalists seem to be attracted to all sort of technologies except CAD and 3D technologies (with very few exceptions). As a CAD expert and resident of the Bay Area and Silicon Valley region do you have an explanation for this?

CAD market is growing [...] without the kind of wild swings that give VCs an adrenaline rush

I’m no expert on venture capitalists (VCs), but they seem to be dictated by hype, buzz, rumors, and market volatility. CAD market is growing (as seen in CIMdata’s annual reports), but it’s a safe, steady market without the kind of wild swings that give VCs an adrenaline rush. I think VCs who’re in it for the long haul should consider CAD.

What should CAD bloggers learn from CAD journalists and what should CAD journalists learn from CAD bloggers?

bloggers have shown us that, in the new era, a story is on ongoing dialog

CAD bloggers stand to gain a lot of credibility by adopting some traditional journalistic practices, like taking the time to fact-check before posting something, citing respected sources and statistics to reinforce their points, and balancing a story with opposing viewpoints. Journalists should learn to blog and use social media (Facebook, Twitter, and YouTube, for example) to engage with their readers the way bloggers do. Traditionally, journalists think of a story as an essay or a speech. Bloggers have shown us that, in the new era, a story is on ongoing dialog. So let’s talk!

I would like to thank Kenneth for taking the time to answer my questions. If you have any questions for Kenneth or for Novedge, please leave a comment below and we will be glad to answer.

Franco Folini

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