How to Best Understand the Control of SAP on IT Media

Executive Summary

  • How the SAP IT Media System Works
  • The Main Entities in the SAP IT Media Model
  • Related Media Models for Other Industries
  • Previous Research into Media Control


I recently wrote an article that is a critique of our IT media system in the article The IT Media and the Fake News Debate.

Increasingly what I notice is a system that has no independent thought, a system not based upon what is true, and a system there what we think is true is controlled by the major media entities. The major media entities, all in some way that takes money from SAP, declare what is the right thing to do, that thing is done, and the major media entities then reinforced what was done. As in self-reported benefits to say ABC Orange Juice Co was a 25% increase in sales order processing time from implementing SAP XYZ so you should also think about SAP XYZ.

As in self-reported benefits to say ABC Orange Juice Co was a 25% increase in sales order processing time from implementing SAP XYZ so you should also think about SAP XYZ.

I read the books SAP Nation 1 and SAP Nation 2 and follow any analyst who writes the truth about SAP, which is easy because it’s so few, but what I have recently begun to realize is Brightwork Research & Analysis is the only source taking the particular approach or thinking pattern to the material. It seems every other writer or media entity even from that small set is somehow respectful to some powerful entity, be it Gartner or SAP or even generally accepted, but often false principles.

The SAP Media Model

After years of analyzing how SAP releases information to the market, and how other entities write about SAP, a model developed that explains how the system works. The concept is to build an echo chamber so that SAP says seems likely to be true. The SAP media model or more generally the IT media model applies to other large software vendors, Microsoft and Oracle being good examples, but no software vendor uses the IT media system as effectively as SAP. And an important reason for this is that while SAP is only the 4rth largest worldwide software vendor (after Microsoft, Oracle and IBM) SAP’s overall economic activity is actually larger. This is because SAP outsources almost all of its consulting (where most of the money on SAP is actually spent) so that it has hundreds of thousands of SAP consultants that work for other companies. These consulting companies, like Deloitte, Accenture and IBM among a host of others, serve as message repeaters for SAP. These entities repeat SAP’s messaging not because it is true (none of those entities has historically cared what was true), but because it is profit maximizing for them to do so.

The SAP/IT media model is all about influencing action. It has four main components:

  • The Message Promoters
  • The Media Entities
  • The Messaging
  • The Message Consumers

Once you trace the money through the entities that release information about SAP to the market, SAP’s control over the media system can be viewed as very close to complete. 

*We have estimated that Gartner receives roughly $100 million per year from Gartner, 1/8 of Gartner’s total revenue from vendors. This payment is rather obvious when reading Gartner output. 

The Focus of the Model

The SAP/IT media model is unconcerned with what is true. What is true does not factor into any part of the media model. In fact, if the objective were to simply communicate what is true, there would be no reason to have the media model in the first place. The media model is primarily opposed to truthful information and in favor of inaccurate information that can be used to meet the objectives of the message promoters. It is also the foundational element to the SAP/IT Corporate Media Model that message consumers don’t actually have any right to accurate information on SAP. In this way, it is identical to advertising. There is never a point where an advertiser asks whether their advertisement is providing accurate information. But while SAP advertises also, the point of SAP’s media model is to produce messaging and have that messaging repeated that is advertising “accurate” in nature but is not interpreted as advertising by the message consumer.

The Real Estate Media Model

This media model is actually applied to powerful entities outside of SAP and outside of IT. For example, the same media model exists in real estate for the purposes of promoting home purchases.

Here the intent is to promote house buying by underestimating the costs of owning a house and overestimate the benefits. Therefore, house appreciation and mortgage deductions of interest are emphasized, but the long-term cost of maintaining a house are undiscussed. Realtor fees, housing taxes, homeowner association fees, loss of geographic flexibility are simply not discussed.

The promoters of buying homes is promoted by the message promoters that make money from house purchases. For these entities, home purchases are universally positive as they drive fees and purchases. If the message promoters can influence renters to become purchasers of houses, then their revenues increase. Therefore it is in their financial interests to promote a one-sided view of the benefits of home ownership.

The Investment Media Model

The same model is applied by the investment industry. Here, entities that make fees for promoting people to invest in various instruments, influence the media apparatus to uncritically accept their assumptions.

Media entities are major factors in promoting bubbles. Important issues regarding the investment instruments are left out. For example, the gains that are mentioned are pre-tax gains. Secondly, in the stock market, while insider trading allows those with the most assets to take returns from lower asset investors, the average return is quoted as if that return is available to everyone. Because of yield disparity, where the insiders take most the gains, this is inaccurate. 

Previous Research into Media Control

In effect, this can be seen as simply an extension of the research performed by Noam Chomsky and Edward Herman and encapsulated in the book Manufacturing Consent.

These videos discuss manufacturing consent in pseudo-democracies (that is counties where the population thinks they are democratic, but in fact, they are anything but. This video is very good at explaining how advertising works to control media coverage. 

When media outlets offer you content, the question should arise, how is this coverage being paid for? Even if you buy a magazine off of the newsstand, it still only covers a fraction of the revenue obtained by that media outlet. Even in that case at least 1/2 of the media outlet’s funding comes from advertisers.

In the case of many online publications, the reader contributes no money to the media outlet. The media outlet is entirely funded by advertizers. In fact, some of the articles are themselves advertisements (without being declared as such).

What type of media output can one expect when 100% of the revenues come from the vendors? And what type of disclosure requirements do media outlets face who rent out the website for vendors to get their message out?

The answer to that question, in the US at least is easy. There are no disclosure requirements. This is a completely unregulated part of the economy.

In IT, the agenda-setting media is not the New York Time or Washington Post (as they don’t cover IT for the large part). Instead, they can be replaced by Gartner, Forbes, ComputerWorld, IDG, etc.. 

On the IDG website, for example, they are very clear that they can delivery buyers, and that they essentially know how to manipulate buyers on behalf of advertisers. See this quotation. 

“Our customers know they can rely on IDG to deliver the right buyers at scale exactly when they are most receptive to a marketer’s message….”

Notice that IDG has no concern here about accuracy. The orientation is to deliver an audience that is receptive to purchasing.

Let us ask a question. How do articles that cover IT realistically fit into “delivering buyers….when they are most receptive to a marketer’s message”?

Does this orientation, to maximize advertising revenues, impact IDG’s media output? Interestingly, in reviewing many IDG publications, including ComputerWorld, Brightwork has found that IDG publishes entirely inaccurate articles for SAP. Furthermore that these articles are in fact paid placements from SAP.

This brings up the question of what is IDG. Is IDG an advertising platform, or is IDG interesting in publishing truthful inf0rmation?


  • SAP uses a media model that is used by other industries.
  • The intent of the media model is to control behavior and to use the release of selective information and in many cases false information to influence behavior. There are very few independent sources of information on SAP or IT generally, and therefore it is a simple matter to influence media entities.
  • In the case of SAP, it has very large multinationals called consulting companies that serve as reliable message repeaters.

The combination of SAP’s control over IT media, combined with the multinational consulting companies that are little more than consulting arms of SAP (for the percentage of their practices that focus on SAP) allow SAP is able to create an echo chamber at will.

This media control by SAP is greater than that displayed by any other software vendor and is a primary foundation of their success.