It has been a few weeks since the support team from Avid got the purchase problem resolved. I’ve been working on a few scoring projects, so I haven’t had a chance to return to this post. I had a few days this week to do a small project entirely in PT 11, so I can now give my impressions.
My real first impressions long before PT 11 hit. Several years ago, I was discussing Avid with a studio owner. Avid’s stock had recently taken a huge hit. The studio owner likened what was happening with them with the cycle a number of companies went through as they were going out of business (the specific focus was New England Digital in the early 1990s). At the time (2009?) it was hard to be optimistic about any aspect of the economy, but I expressed a hope that Avid would undo the obvious mistakes of the past. In my opinion, this centered around the problems of pursuing a larger market place by expanding into the realm of pro-sumer equipment and software. The trend with publicly traded companies is to focus on the year to year increase of gross sales that drives the stock price rather than increasing profitability while maintaining the portion of the market place they already have.