DFT Digest

I just got back from DAC, and the ‘Birds of a Feather’ EDA bloggers session. I’ve got to say, it felt a little more like a bunch of dogs getting to know each other. Seems to me that independent EDA bloggers just had their collective butts sniffed by journalists and PR/marketing folk. Well, mission accomplished, I guess. We’re all blogging for different reasons, and thanks to Peggy for pointing out that it’s a freedom of speech thing and that’s what makes it interesting.

First off, for me - well I’ve said it before, DAC is not really my show, mostly because test and DFT are not very well represented. But I showed up about mid-afternoon and talked with some of the test-related vendors, such as WinterLogic, TSSI, SynTest, Genesys and LogicVision. More on those conversations in another post.

I was traveling light, so no laptop. I had also neglected to re-check the location of the BoF session and wandered around for a few minutes searching, before recognizing Richard Goering and asking directions (irony alert: blogger asks journalist for directions to a blogging event - I know, right?).

I walked in as David Lin of Denali was being harassed mid-way through his presentation on corporate blogging. There was an animated discussion trying to triangulate the definition of blogging. Are you really a blogger if you’re just publishing white-papers for your company? Isn’t a blog just the modern day equivalent of a ‘column’? Of course there was the predictable exchange between the journalist and the corporate marketer about the current plight of the EDA press.

A fairly good mix of folks showed up (there seemed to be 30-40 people all-in-all, you’d have to ask JL what his count was). John Blyler and a couple other journalist-bloggers from Chip Design magazine were there, as well as Richard Goering, and Peggy Aycinena, all except Goering professing to be bloggers in their own way. Also in attendance seemed to be several marketing/PR people, there to figure out how communicate with bloggers - I hadn’t realized we were that hard to contact - but I think the real question was “how can I use you as another channel to my customers?” There was also Janick Bergeron of Verification Guild - and the aptly dubbed “Original EDA blogger”, John Cooley, was also there. My only complaint is that the “independent” EDA blogger was somewhat under-represented.

After another short talk by Steve Liebson, the attendees took some time to introduce themselves and their interest in EDA blogging. Then JL attempted to open he floor to some different topics for discussion - when a curious thing happened: He asked me what I thought of publishing solicited content, and as I answered - no lie - half the room suddenly stood up and left. What is something I said, or… ? It was quite comical, really. But I’m a good sport, so I checked my arm-pits and continued.

Anyway, aside from the fact that most of the conversation seemed to center around the blog as a marketing tool, it was all good. I’d like to thank JL, Harry, Sean and David for putting together a fascinating event!

The Design Automation Conference is just around the corner. DAC’s not usually a conference that commands much interest with regard to DFT… I recently wrote a blog post complaining of that fact, but never posted it (I like to let posts like that simmer for awhile, and many times, a re-reading of them will expose them as pathetic/worthless, and they never hit the internet). ITC is really the place for our kind of fare.

However, as long as DAC is local enough (for me, that’s Anaheim or San Diego), I like to go for the free day, skulk about the booths for anything interesting, collect schwag, try to run into as many old acquaintances as possible, and maybe meet someone new.

This year, there’s something different that may or may not happen, but the fact that it’s actually being considered is a sign of the times: a “Birds of a Feather” session featuring EDA bloggers. It’s being organized chiefly by JL Gray of Cool Verification, who really has the most traction as an EDA blogger - along with a few others that have been willing to help out. If 10 bloggers commit to showing up, a room can be reserved, and a discussion will take place. If not, the few who’ve committed can go “grab a beer and have some ad hoc discussions”. Either option is good with me. But exposing the online community to the greater EDA industry can only be a good thing in my eyes, so I’m encouraging anyone out there who has interest in participating to speak up and show up.

Here’s to making new acquaintances this year at DAC…