New Media & its Effect on Traditional Media

8 Oct

Currently in my senior year at the University of Oregon studying advertising, I am constantly evaluating the effects of ‘new media’ on the advertising industry. I have a great fondness for magazines. I love the feel and the simplicity that a well designed magazine entails. I also love the ads inside. The ads are artistic and beautiful in a way that captures the essence of a brand, as well as the value of a product in a single frame.

Like most traditional media, the magazine industry is constantly said to be ending. We are residing in the age of an apocalypse for all things paper media. While I consider this notion a paranoid fear, it is undeniable that things are changing. This topic has been discussed by everyone; however, what I feel is the most interesting aspect of this problem is the magazine industry’s solution. Their solution created by the  Magazine Publishers of America (MPA) is an ad campaign to generate hype about magazine content, and incorporating the ipad.

Brilliant design firm Pentagram has taken on MPA as a way to brand magazines. Here is a matrix created by Luke Hayman, Pentagram designer as well as a designer for Time, New York and Travel+Leisure, about the influence of the ipad for magazines. When discussing the matrix, Hayman states, “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.” Without advertising, magazines and all forms of media will fail. I think the media industry as a whole needs to be optimistic about the change. Online media will not kill print media. Instead the content and the advertising needs to be something that readers will want to cherish, not recycle when finished. The rest of Luke’s interview can be found here.



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