A Future For Print… ?
Saying that print media is in trouble is stating the blindingly obvious. The consensus is that, somewhere down the line, print might even disappear altogether. Everything will be tablets, foldable screens and 15th generation color movie capable e-ink screens.
I’m not so sure. Yes, print used for news propagation is probably dead; the Internet just does that better. But there’s still something deeply attractive about a sheet of paper, a carefully laid out page, or a beautifully printed picture.
And I think there might be a place for that, even in our digital future.
If it survives, print will have to evolve of course. One way would be products with a strong identity. Something that will be significantly more engaging than what we have today. Something that will be about the audience as much as it will be about the content. Magazines can offer a niche product that serves its readers’ pride and intelligence, almost as an identity and fashion statement.
I’ve come across a few examples:
- The Gentlewoman is a high end fashion magazine. My fiancée describes it as “fashion for adults”. Clever, beautiful, and serious, as opposed to the teen pop soup we’re served elsewhere. Fashion as a well thought out subject matter, for grown ups who actually know how to read.
The same goes for Fantastic Man, its male counterpart. - The Art of Eating is a bit less sophisticated, but covers the same basis: offering an engaging and authentically passionate product to a core audience, who won’t find this kind of thing in mainstream media and would still love to have a physical representation of the thing they love and who they are.
- The Verge is actually what got me thinking about this whole thing. When Topolsky, Patel, Miller and the team at Vox Media started it, no one really thought something different could be done in that space. But their approach was bold, colorful, beautiful, visual and above all intelligent and authentic.
A few weeks ago, I realized this was the first site I would actually consider paying for. Then, thinking about this article I wanted to write, I realized I would actually love to have something like that, in print form.
And then I read an article saying it wouldn’t be out of the question. That article is now down for some reason, but here’s the Techmeme link.
The Age of the Grown Up Geek
There is such a thing as a “grown up geek”. Adolescent at heart, playful and a bit foul mouthed, but highly intelligent and analytical. And usually better informed and knowledgeable in their field than “serious” journalists from newspaper or TV outlets. Topolsky is one example, there are many others.
These individuals have often been dismissed by established industries because of this deceptive exterior. But things have been changing, as these geeks have been growing up and showing that they’re actually regular people, some of them brilliant. People don’t need a suit to be intelligent, and these guys are doing fine in a world of t-shirts. It took a while, but we’re getting there.
There’s something of an identity element in there too: the “grown up geek” is relatable and authentic. They are “real people” who talk and act like real people. And they’re also excellent at their job. So we would probably follow them a bit farther than we would a guy in a tie that doesn’t understand us (or what he’s saying).
My point is this: print is currently run by guys in ties, trying to reach a wide audience. I think there’s a place for guys in t-shirts, trying to reach their peers.