The Mad Dash of Print Media
iWhatever is first in the line of new world digital devices.
So far, publishers have demonstrated more fervor than conviction in their attempts to embrace digital innovation. With a few important exceptionsânotably The Atlanticâgeneral-interest magazine sites have given themselves over to opinion and aggregation, chasing the headless eyeball and revenue from desolate banner ads while leaving behind all trace of the narrative and design richness of the parent publications.
There is a desperate, shotgun quality to print-digital marriages, as wellâlike Entertainment Weeklyâs âvideo in printâ ad for CBS in September, GQâs iPhone app in October and Esquireâs experiment with âaugmented realityâ on the December cover. Popular Science got there first in July, by, as they say, holding up the magazine cover to a computerâs webcam so readers can see âa 3-D landscape dotted with wind turbines popping off the page; by blowing into your computerâs microphone, you can even make the turbines spin faster.â
And as the song goes, you would cry too if it happened to you.
Help is On the Way
Happily, help is on the way, though at first glance, it has a decidedly menacing aspect. Like a hologram, it takes a little squinting to see it for what it is.
The much-rumored whatchamacallit from Apple (iTablet, iPad, whatever) will be just the ancestor of a new world of digital devices whose capabilities are going to lift the greatest burden of publishing (the cost of paper, ink and distribution) bringing HD video, animation, eloquent info graphics and the engaging arts of video gaming to the task of journalism and most other purposes of non-fiction story-telling, including education.
Just as transformative, the iWhatever and its descendants will liberate users from the lean-forward nature of the desktop experience by putting the screen in our hands. The Internet will still be the best way to find what youâre looking for fast, but it will be a great deal more than that, as well. Thanks to broadband penetration, print has lost its monopoly on ubiquity.
When I was the editor of People, I used to say magazines were safe until fiber optics made it to the bathroom. That was a long time ago. What I could not imagine then was how much more robust story-telling could be when liberated from paper and ink, or how you could ever feel like curling up with a computer.
Perhaps most importantly, multimedia story-telling will endow âprintâ journalism with the brand-enhancing asset that has kept advertisers investing in broadcast and cable: the engaging energy of light, sound and motion. Industry analysts have yet to make the leap from Web as a distribution channel to revolutionary medium.
âThe strategies that make media companies successful will require new capabilities,â according to one recent study, which enumerated them: âtracking and research to gain deeper insights into audience interests, informatics to manage and direct Web traffic, database management, custom content and applications development, and the ability to manage a network of partnerships.â
Well, yes. But the way to enhance those relationships is not through database management, but by building trust and engagementâby telling great stories in a way that makes people want to read and experience them.
The Next âMagazineâ
This will not be easy. ASME will need to get over itself and stop treating advertisers like enemy occupiers. ABC rules and circulation practices will need to change so that print brands can re-imagine themselves without losing credit for the loyal adherents who follow them there. Publishing giants will have to act like startups, inviting story-tellers from the worlds of film and gaming to join writers and designers with a serious claim on resources and the mandate to fail until they succeed in perfecting the crafts and arts of multimedia story-telling.
When that happens, some enlightened American companyâpublisher, ASME, maybe even an advertiser!âknowing that its brand equity is intimately tied to the values it promotes, will put its name (and money) behind the next great American âmagazine.â
That could very well be a broadband multimedia experience whose mission is the same one that has always informed Americaâs publishing at its bestâto share experience, in a spirit of generosity, to bear faithful witness, to bring coherence and light to the gravest problems and greatest purposes of American life.
Or, as Henry Luce once put it: âTo see life. To see the world. To eyewitness great events âŠ.â
Now thatâs an app.
Jim Gaines is the editor-in-chief of multimedia magazine FLYPmedia. Gaines formerly served as managing editor at People, Time and Life magazines and as the corporate editor of Time Inc.
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