I received an email today from one of the trade mags where we recently sent off a new ad to run in an upcoming issue. We had created a small-space, black & white ad and the exciting news we received was that we could now convert the ad to 4-color – because they’re no longer going to print the magazine – now it will be entirely on-line.
I guess, I’m old school. But I don’t read any magazines on-line.
I guess I’m also part of the problem – we don’t subscribe to any magazines anymore – Time, Newsweek, Rolling Stone, AdWeek, AdAge – they no longer make their way to our mailbox. I also recently stopped subscribing to what was my favorite publication of all time – Lurzer’s International Archive.
Archive was a 5 times a year publication that featured the best print ads being done from around the world. I used to almost drool when I received my copy and I was always happy to see when any firm from St. Louis made it in. Core, Rodgers-Townsend and I think FUSE and possibly Arnold Worldwide all made appearances. But it wasn’t often.
Archive began featuring digital campaigns. And it’s now available digitally which I’m sure is way better because you can now experience all the great digital work and see any TV commercials that they happen to toss in which is always better than just looking at storyboard frames. But soon, Archive won’t have enough print ads to warrant an issue and it, too, will become past tense.
I know that incredible things are being done with ‘magazines’ on the iPad. Now the content can feature live interviews. You can press a button, scroll, wipe or expand content to get all sorts of fabulous tidbits of info or link to sites that tell you more about whatever it is you happen to be reading about.
I know I’m behind the curve on adapting to this new format. I still like to read books by holding them in my hand and turning the page – I’ve tried the Kindle and Nook and it’s just not me.
Fortunately, I’m getting involved in developing some of this new content and it’s given me a new appreciation for what can be done.
One day, there simply won’t be any more printed magazines. We’ll be able to dig out old issues and show them to our grandchildren and they’ll ask, “What’s that?”
I began my career typing on a manual typewriter.
That’s an antique in today’s world.
The key is to make sure that I don’t become one as well.