Robert Deutsch

How often do you find that a new model of a loudspeaker or other audio component is less expensive than the one it replaces…?

Does marketing work? You betcha!

Peter Wolter, owner of a hi-fi shop in the town of Orangeville, Ontario—about an hour's drive from Toronto—in another life worked in marketing for a major pharmaceutical company. This marketing experience undoubtedly informs Wolter's approach to audio retailing . . . he recently presented a vinyl playback evening, celebrating (a little early) the 50th anniversary of the 1967 Summer of Love, and, coincidentally, the renaming of his store. (The pieces of strudel in the picture came from Peter Wolter's family's bakery. And, yes, they were as delicious as they look.)

To those who were into audio in the late 1980s and early '90s, the name Audio Alchemy is a familiar one. I've owned DACs and jitter-reducing devices made by Audio Alchemy and Perpetual Technologies (the first successor to the original AA) and found them to provide excellent performance at modest prices. Indeed, at the time, many in the industry felt that the Audio Alchemy products were underpriced, leaving too little room for profit, and that this led to the company's demise. The new Audio Alchemy—led by its original designer, Peter Madnick, and having on staff other employees from the old AA—is what Madnick describes as a "grown-up" version of the original company, maintaining "the brand's original ethos of superior technology and value." And the prices, while quite reasonable for the performance they seem to offer, appear high enough to allow the new AA to survive.