So the dust has settled and its been a couple of weeks since the
launch of Apples iPad, presented by Steve Jobs as revolutionary and
game-changing, the initial excitement seems to have died down but what effect
will it have on the way we read magazines and the future of editorial design?
Pentagram’s Luke Hayman, designer of, among others, Time, New York,
and Travel + Leisure, was asked how this new format would change the world of
magazines and came up with five ways off the top of his head.
A reversal of a decades-long trend
“For as long as I’m been alive, publication formats have been
getting smaller. First, oversized magazines like Life and Esquire either
disappeared or switched to conventional formats to save money on paper and
mailing. Then editorial content started moving online, shrinking to fit
computer screens and then even smaller for PDAs and 140-character tweets. The
iPad represents the first time this trend has been reversed. Instead of
smaller, more low-res content, we have the chance to get bigger, brighter,
sharper content. Designers used to making it smaller may have trouble learning
to go the other way.”
The end of frequency
“Say goodbye to the idea of monthly magazines, or weeklies, or
dailies. Print publications, already under siege by the Internet and 24-hour
news cycle, will have to learn to adapt to a world of instantaneous updates.
This is most obvious for news and business publications, but it’s just as true
for fashion, entertainment and specialized titles.”
A reset on advertising
“The mean little conventions of online advertising—banner ads, pop
ups, and so forth—aren’t popular with readers, with advertisers, and certainly
not with designers. The iPad’s a new medium that will create a whole range of
opportunities. Once people start exploiting what it can do, we may see the kind
of creative renaissance that will deliver the next George Lois or Lee Clow.
People will start subscribing to certain i-mags just for the ads alone.”
A new way of telling stories
“Editors have been telling us for years that people won’t read long
stories online. Yet they will read 1,000-page novels on their Kindles. What
will they be willing to read on their iPad? I predict the return of long-form
journalism. At the same time, visual storytelling will take deeper, richer
forms. Information design will be more important than ever. Something like New
York’s Approval Matrix that we designed back in 2005 with Adam Moss is popular
in print but will really come to life in this format. Some people might
subscribe to it all by itself.”
A new role for print
“If digital magazines with rich, uncompromised, real-time content
corner the market on delivering what you need to know right now, what’s the
point of print? I think that the publications that end up enduring will be the
ones that exploit what print alone can do. The best ones will be things that
you want to save, not toss in the recycling bin. They’ll project a sense of
craftsmanship and permanence. And each one should be an object that just feels
terrific in your hand. If you’re spending most of your free-time holding an
iPad, you just might welcome a change of pace.”
Thanks Graeme. Via Pentagram
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