« Northern Ireland: Front-page apology for doctored Pope pictures | Main | US: New version of software to spot plagiarism before publication »

Tuesday, September 06, 2005

US: How the NYT could best adapt to "the new consumer realities of the 21st century"

Jonah Bloom, executive editor of Advertising Age is sure that the New York Times is a 'beloved institution' and he admires its reporting. But even a newspaper like this has to adapt to "the new consumer realities of the 21st century." Bloom asked four designers to rethink the Grey Lady (the complete answers are published on AdAge.com).

Brian Collins is Executive creative director at Ogilvy, an international advertising, marketing and PR agency and a reader of the NYT. He is convinced that it's not his generation that will drive the need for design evolution but the generation that is now in the seventh grade. Given total license he would launch a T magazine that attracts young readers. It would include personal essays and blog excerpts. He would launch branded coffee stores alongside the magazine where readers could meet and discuss. And a website would include blogs to express passion and concerns.

Lucie Lacava is an award-winning newspaper architect. She thinks that the newspaper of the future has to have options for readers to chose which section they want to receive or whether they prefer a tabloid or a compact version. Lacava said on AdAge.com: "The same consumer who is getting used to having convenient on-demand options in all their other media and entertainment is also a newspaper reader, so you have to design newspapers to be bought a la carte." Another problem she mentions is that the NYT has no clear story hierarchy and therefore should develop a better menu on the cover so that readers could find stories of interest easily. She also suggest that it should get leaner through moving stock listings etc. to the Internet.

Pelle Anderson is a newspaper designer. He stresses that newspapers, including the NYT, will have to compete on a time-market. Anderson is convinced that the size of newspapers will shrink from broadsheet to tabloid to half-Berliner and A4: "I think the future will make a liar out of Sulzberger. The New York Times will certainly be transformed into a compact format ... The derogatory term 'tabloid journalism' has largely lost its meaning in the rest of the world, and it will do so in New York as well, when the time comes for the grey old lady to slim dow."

Seth Banks is Director of global design at GE Healthcare. He would like to eliminate paper altogether. While he still wants print on Sunday, he looks for something more dynamic and easier to use during the week: ?I would eliminate paper and go to a newly developed organic liquid-crystal flexible display. One presentation page that could be plugged in and updated prior to leaving the house, and everything would be downloaded into the memory." Such a new way of reading would be accompanied by a new payment system, "effectively more of a subscription system, but it?d let you pay lots of different existing newspapers for their content, so that I could select several newspapers." He is also thinking of animated graphics.

Such opinions concerning one of the most influential American newspapers could indicate that major changes in newspapers are inevitable. The four above designers have touched upon some pertinent issues, but more innovations will certainly surface as the media landscape evolves. How would you like to see your favorite daily newspaper designed when you pick it up five years from now?
?
Source: AdAge.com

Posted by Anna-Maria Mende on September 6, 2005 at 06:03 PM in d. Design and infographics , i. Future of print | Permalink

TrackBack

TrackBack URL for this entry:
http://www.typepad.com/services/trackback/6a00d8341e0b0f53ef00e55052c89b8833

Listed below are links to weblogs that reference US: How the NYT could best adapt to "the new consumer realities of the 21st century":

» The New Guardian: Intelligent Design in Newspaper from Rebuilding Media
I never thought I'd call a daily newspaper beautiful. I've always considered daily news periodicals to be grubby Industrial Era products cheap paper products fabricate by clanking contraptions that melted lead into hardened cylinders faced with ... [Read More]

Tracked on Sep 22, 2005 10:35:15 PM

» The New Guardian: Intelligent Design in Newspaper from Rebuilding Media
I never thought I'd call a daily newspaper beautiful. I've always considered daily news periodicals to be grubby Industrial Era products cheap paper products fabricate by clanking contraptions that melted lead into hardened cylinders faced with ... [Read More]

Tracked on Sep 22, 2005 11:17:41 PM

» The New Guardian: Intelligent Design in Newspaper from Rebuilding Media
I never thought I'd call a daily newspaper beautiful. I've always considered daily news periodicals to be grubby Industrial Era products cheap paper products fabricate by clanking contraptions that melted lead into hardened cylinders faced with ... [Read More]

Tracked on Sep 23, 2005 2:57:36 AM

Comments

What has this gotta do with evolution?

Darwinism is very much like a religion.

How true ... Darwin himself said “Properly understood, it only deepens our respect for the power and subtlety of the Creator's remarkable ways”

A fan of Evolution but a believer of His Almighty

Posted by: la bona at Sep 6, 2005 9:18:11 PM