Magazine dissertation

Print: The Future

Issue 1

The Future...

Print:

Print: The Future

4-5 Editor’s Letter

6-7 History of Magazines

8-15 Whats important in magazine design?

2

16-23 Facts & Statistics of the future of magazines

24-29 Tangent Graphic Interview

30-33 Sean Cook Interview

Issue 1

Print: The Future

34-37 Samantha Lewis Interview

38-41 Michael Millar Interview

42-55 Survey Monkey Poll

56-57 Conclusion

58-59 Bibliography

Issue1 1 Issue

3

Print: The The Future Future Print:

A Note From The Editor Within this dissertation, the questions that will be explored are that of : ‘In what way is physical magazine publication still important?’ and ‘How will this exist in the future or be replaced by digital publication?’

In the modern world we live in, there are so many fears that a ‘Digital Takeover’ is happening and jobs are being overridden by robots. Within our forever changing world, is it any wonder that we question the fast pace of the developing world, in which technology is vastly expanding every day.

4

Being really interested in this subject holistically, my focus is on the discovery of magazine and publishing design. This is a pathway through graphic design and I find this most intriguing, as I am interested in design and to be a consumer of it. I have decided to transform 4,000 words into a fully published magazine designed for easy reading and a visually pleasing experience. In this study I will cover various points, including the history of magazine design and how they are designed, analysing the facts about the print/digital market. There will also be various interviews/polls with creatives/non-creatives and industry professionals who work within the print or digital industries.

By using colour, it can aim to create a mood, or even to create an effect by clashing. Typography is another favourite of mine, as it interests me with the emotion and the story it can create. Using layout design can guide to align everything in place and ensure there is enough space. Even though I am not an abstract designer, I love structure, professionalism and I like to think of myself as a perfectionist.

By having such a passion for the industry, enables me to strive harder. For example, when reading a magazine, I sometimes find myself analysing the images and layout of the text. Therefore, not actually grasping an understanding of the content through my research within this text, I want to begin my journey by looking into the industry and how it has developed over the years, analysing the changes that occur. I will develop my knowledge, throughout the research, ensuring to strive within the industry for the foreseeable future.

Colour, Typography and Layout Design are the main three aspects that I feel most passionate about.

Issue 1

Print: The The Future Future Print:

5

Bradshaw, M (2017)

Issue 1

Print: The Future

HISTORY OF MAGAZINE'S We cannot figure out the future of something, without actually grasping an understanding of its’ history first. By exploring the history of magazine design, this will give me insight to what could potentially change about its’ future. (The History Of Magazines, no date), (Nikola,2013)

s

16 00 s

6

14 00 s

The Printing press was invented in 1440 by Johannnes Gutenberg.

His aim was to be able to mass produce knowledge for the first time. The printing press was able to print Newsletters, pamphlets & also bibles and religious materials. Francis Bacon, a British philosopher, had later said that the printing press was the invention that “changed the whole face and state of things throughout the world.”

(Bacon, 1620) Before the invention publication had to be copied by hand.

17 00

In 1663, one of the earliest examples of a modern magazine was created. Johann Rist, a German theologian, created ‘Erbauliche Monaths-Unterredungen’ (Edifying Monthly Discussions). The magazine lasted for five years and was published across the continent to England, France and Italy, inspiring intellectual minds.

In contrast to this, in 1672 the first ‘periodical of amusement’ was published. Rather than an intellectual read, ‘Le Mercure Galant’ created by Jean Donnaeu de Vize contained gossip, news, song and short verses. This became very popular in France.

In 1693, John Dunton a publisher from London printed a weekly magazine named ‘Ladies Mercury’. It was a one-page publication which answered questions on the female sex, containing information on love, marriage, behaviour, dress and humour, unfortunately it lasted a mere four weeks, even though it was groundbreaking for its time.

Issue 1

Within this period, England had three periodicals, which set the stage for modern magazines: ‘Daniel Defoe’s The Review’ (published 1704-13); Sir Richard Steele’s ‘The Tatler’ (published 1709-11); and Addison and Steele’s ‘The Spectator’ (published 1711-12). They were produced a couple of times a week, therefore, resembling our newspapers of today. However, their content resembled magazines entirely.

It wasn’t until 1731 that the actual word ‘magazine’ was invented.

Edward Cave, an Englishman, published ‘The Gentlemen’s Magazine’. The name came from the Arabic word makhazin, which means storehouse, the goal was to create a magazine for men in general.

Furthermore, America’s first magazine was published in 1741.

Two rival newspaper publishers Andrew Bradford and Benjamin Franklin raced to publish the first magazine. Bradford was first with the ‘American magazine’ and Franklin published his three days later. Although, neither of these two gentlemen were successful and their work only continued for a few months after.

The first women’s magazine was published in 1770 called ’The lady’s magazine’. John Coote and John Wheble aimed to create a monthly British fashion magazine which included sheet music, embroidery patterns, literacy and fashion notes. This meant that the target audience would have been women who had time and money to spare, which consequently was rare for this time.

Print: The Future

18 00 s

The first illustrated magazine was created in 1842 when Herbert Ingram realised that illustrations contributed to sales. The weekly news and arts magazine ‘The Illustrated London News’ was created, this was also the first magazine to incorporate photos.

Originally, magazines were so expensive that only the wealthy could afford them. This meant that that the magazines’ audience was that of the most cultured and sophisticated individuals of the day. However by the 1830’s, less expensive, mass-produced magazines emerged into the public.

These were mainly focused on amusement and entertainment.

In the United States, there were more than one hundred magazine titles by the end of the 1800’s and the most popular were the ‘Pennsylvania Magazine’ and the ‘Massachusetts Magazine’.

In addition, 1888 was the year that the famous ‘National Geographic’ magazine was founded.

It was filled with colourful photos and scientific content. The early revenue from the magazine was used to fund scientific expeditions and endeavours.

19 00 s

Early magazines were often bought at newsstands. Over time, most companies began to offer subscription services where you could have your weekly/monthly magazine sent straight to your home. This ease of delivery was key in boosting sales and repeating customers.

In 1944 the first teen magazine was founded America, ‘Seventeen’. The American publication was created purely for adolescents to encourage teenage girls to become well rounded human beings. It started with content about service, citizenship, work, beauty and fashion, however, as popularity increased, this soon evolved into an exclusive publication advertising beauty and fashion.

In 1959 Germany’s famous magazine ‘Twen’ was released. It was a provocative magazine aimed at the younger audience who didn’t want to read the same content as there parents. This new audience opened doors to a different type of publication.

This age also emerged a new kind of magazine, the celebrity magazine. The first issue was called ‘People’ and it was out in 1974.

Since the introduction of celebrity content, it has become the most popular type of magazine of today. One of them that was gaining popularity and is still well known today was ‘Cosmopolitan’.

Issue1 1 Issue

7

20 00 s

Thousands of magazines are created worldwide today. They educate and inspire many different audiences across the globe. With 600 years since the printing press was invented, magazines begin to change throughout the world with the introduction of digital and online magazines. (The History Of Magazines, no date), (Nikola,2013)

Print: Print: The The Future Future

Whats important to include in magazine design?

What makes a magazine a magazine? When asking the question about the future of these magazines it’s important to remember the design of them. What makes them stand out and be individual, but also flow and be unified in the same form of publication.

What makes a farming magazine be entirely different to a photography one, yet follow the same guidelines so we know that we are reading a magazine and not a book? Visual language is the most important thing about design and over the next few pages, I am going to explore the common rules that come up in publications and what makes them unified in fundamental design principles.

8

Issue 1

Print: Print: The The Future Future

Rules to Magazine design

Issue 1

9

Print: The Future

Header

100 pt - Bold, decorative typeface

Sub Head

10

30 pt - Bold, DEcorative Typeface

Body Copy -8pt - Simple, Readable Typeface Body Copy -8pt - Simple, Readable Typeface Body Copy -8pt - Simple, Readable Typeface Body Copy -8pt - Simple, Readable Typeface Body Copy -8pt - Simple, Readable Typeface Body Copy -8pt - Simple, Readable Typeface Body Copy -8pt - Simple, Readable Typeface Body Copy -8pt - Simple, Readable Typeface Body Copy -8pt - Simple, Readable Typeface Body Copy -8pt - Simple, Readable Typeface Body Copy -8pt - Simple, Readable Typeface Body Copy -8pt - Simple, Readable Typeface Body Copy -8pt - Simple, Readable Typeface Body Copy -8pt - Simple, Readable Typeface Body Copy -8pt - Simple, Readable Typeface Body Copy -8pt - Simple, Readable Typeface Body Copy -8pt - Simple, Readable Typeface Body Copy -8pt - Simple, Readable Typeface Body Copy -8pt - Simple, Readable Typeface Body Copy -8pt - Simple, Readable Typeface Body Copy -8pt - Simple, Readable Typeface Body Copy -8pt - Simple, Readable Typeface Body Copy -8pt - Simple, Readable Typeface Body Copy -8pt - Simple, Readable Typeface Body Copy -8pt - Simple, Readable Typeface Body Copy -8pt - Simple, Readable Typeface Body Copy -8pt - Simple, Readable Typeface Body Copy -8pt - Simple, Readable Typeface Body Copy -8pt - Simple, Readable Typeface Body Copy -8pt - Simple, Readable Typeface Body Copy -8pt - Simple, Readable Typeface Body Copy -8pt - Simple, Readable Typeface Body Copy -8pt - Simple, Readable Typeface Body Copy -8pt - Simple, Readable Typeface Body Copy -8pt - Simple, Readable Typeface Body Copy -8pt - Simple, Readable Typeface Body Copy -8pt - Simple, Readable Typeface Body Copy -8pt - Simple, Readable Typeface

Issue Issue 11

Print: The Future

Runnung Head - Magazine Title

Text Arrangements

Folio - Page Numbers

Issue1 1 Issue

11

Print: The The Future Future Print:

12

IMAGES

Issue 1

Print: The The Future Future Print:

TEXT AND IMAGE

13

WRAPPED TEXT AROUND IMAGE

IMAGE BLEEDIMAGE ON WHOLE PAGE

Issue 1

Print: The Future

14

a quote from the text taken out to capture the audience usually a different typeface, bold and bigger with exaggerated quote marks

Issue 11 Issue

‘

‘

Print: The Future

Pull QUotes

Issue Issue1 1

15

‘

‘ 16

Print: The Future

Some have predicted the death of the magazines, just like they have predicted the death of the newspapers in the 90’s, but neither newspapers died, and neither will the magazines. There will still be printed magazines, no matter how popular tablet editions are.

Yes, the numbers will drop but they will never die. (Nikola,2013)

Issue 1 Issue 1

Print: The Future

17

Agreeing with this entirely, I think it is important to remember the history of newspapers and how they were perceived to die. Newspapers share many similarities with magazines; although they are perceived to be more formal. In my opinion, newspapers are more likely to enter a digital world, as it would suit the nature of the publication, allowing new articles to be posted as and when they develop. Because of this, and that newspapers haven’t died out already gives me hope that the printed magazine industry stand a chance and could go on for much longer than newspapers. This isn’t old news, this has been circulating for years now and even though a lot has changed, print is still going strong.

Issue 1 Issue 1

Print: The Future

Glamour Magazine BBC Radio 4 - The Media Show On the 11th of October, there was an interesting debate on BBC radio 4, regarding the fall of print production but the rise of free magazines. Glamour magazine has just announced that as of January 2018, they will no longer have a printed monthly magazine. They are switching to digital media and will only produce 4 paper publications a year. These magazines will be on better quality paper, more pages and overall to a better quality than the monthly printed magazines. In a way, this is a positive thing as even though scrapping their monthly issue for a digital one is not good for the future they are not scrapping print altogether.

Instead, they are embracing what they are looking and choosing to embrace the best of print into 4 well thought out, published magazines a year. The problem would arise when other companies start to follow, will the idea of still keeping some printed element disappear over time? The Media Show (2017)

18

Issue 1

Print: The Future

19

The Gloss (2016)

Issue 1

‘

‘ 20

Print: The Future

‘We still feel the challenges of overall ad market particularly print display, not at the rate that you would see at paid for but we will have a decline around 10% and then we are making back that revenue by branded content’

Issue 1 Issue 1

Print: The Future

SHortlist Magazine

21 Emma Dolphin, CEO of Shortlist Magazine explains how her company is financially healthy due to there printed magazines being free. The company launched 10 years ago and has expanded since then into other titles. They hand out their publications completely free in city centres and railway stations across the country, but despite the current print economy they are on the up. Most of their money comes from their branded content. This isn’t the norm for printed magazines as most of their revenue is generated from sales. As this magazine is free the content has to be what makes the money, to pay for printing and make a profit. Last year 37% of revenue was from branded content and this year it has grown to over 50%. The Media Show (2017) It is astonishing that in the decline of print sales, free magazines would be doing the best. It would be rational to think that a free publication, with how expensive print costs are, would fail sooner than others. It is also important to note that Emma makes it clear that, to the reader, it is obvious what is editorial and what is advertising, as not to give fabricated information to the consumer.

(The Media Show,2017)

Issue 1 Issue 1

Print: The Future

Free Magazine's I was really intrigued to find out more about how other free magazines were doing. I came across some information unintentionally when I looked up the most circulated magazines of the present. Upon looking at the Press Gazette website, I was surprised to see that 13 out of the top 20 magazines in circulation are free. Even more so, the top three magazines, The National Trust, Tesco and Asda good living are also free. It seems that magazines that back up or promote products or services that the company own seem to do the best. This is probably because they create their revenue from advertising their own products, which in turn is free and therefore any sales in the product is completely profit.

Without having to pay for adverts to be posted In paid magazines, using their own publication benefits the company, and also funds all the print costs. (Ponsford, 2017)

22

Issue 1

Print: The Future

Hearst (2017)

23

Issuu (2017)

Lemon, K (2017)

Issue 1

Print: The Future

24

The Drum (2013)

Issue 1

Print: The Future

T

Tangent Graphic is a small studio set in Glasgow run by Andrew Stevenson and David Whyte. Even though they’re small, they are responsible for the city’s most recognisable branding.

Some of there work includes: People Make Glasgow, Branding the Commonwealth Games and developing the imagery for the Turner Prize. I came across them when picking up a free guide for the Edinburgh Book Festival when visiting this year. Being drawn to their work instantly, I felt that their opinion would be a valuable contribution to my debate, as the clear effort that they put into the quality of their design and print for a free festival guide shows their belief that print is an important part of the industry.

Below are some images of there work and turn over to see a print versus digital debate from Tangent Graphic themselves. (Stewart, 2016)

Issue Issue1 1

25

Print: The Future

DIGITAL 26

Previously I have run and contributed t0 a number printed fanzines (Anarchoi, Runnin’ Riot, Armour Zine, Ploppy Pants). Last year, I attempted to start a slightly more commercial art/culture magazine with some friends. That failed when the printing costs became too much for the team. As a web developer, I spend my days staring at text on a screen so the thought continuing our project as a digital textfocussed magazine was not very appealing. I stand

by Marshal McLuhan’s stance that “the medium is the message” which would argue; the form in which a message is presented is as important as the message itself. In the context of a magazine, a printed magazine has qualities that a digital magazine doesn’t.

It’s tangible and when you hold it, it feels like it was made deliberately —this is something I believe to be a quality that gives the content of printed magazines some gravitas over what I read in most digital publications I have seen, to date. Simply put, magazines that put extra effort into the production of their print, feel more special (e.g. Sabat magazine being a recent example that stands out, for me). I believe there are two motives to magazines becoming soley digital, increasing exposure of the content or reducing running costs.

Both are understandable and 100%, make sense.

Traditionally, magazine writers have embraced technology, especially when the technology made it easier to produce and distribute the content. e.g. Printing press -> Printing with pulp -> Xerox printing…

Publishing content digitally is simply a continuation of this trend, which I find exciting as clears a path for new ideas to emerge. Due to the ease of production and distribution, we’ll continue to see publications output their content in digital formats over print. I hope that people will stop creating digital publications in a manner that attempts to emulate and embrace the limitations of the traditional printed format; who cares about a ‘page flip’ effect when reading on a tablet, really? Digital magazine producers need to further embrace the possibilities the format (which is far more malleable and full of potential than paper) offers. I fear the first Virtual Reality magazine stand will look like a WHSmiths with even less atmosphere than ‘real life’.

I hope to see/experience entirely new formats inspired by the array of possibilities granted by these emerging technologies. I don’t think we’ll see printed magazines disappear, there will always be situations where printing, and the methods in which it is printed, adds a value that truly supports the content. Even if that statement proves to be not true, there will always be people willing to create print for vanity and nostalgic reasons.

Issue 1 Issue 1

Print: The Future

PRINT At Tangent, we don’t design many magazines. We tend to work more with prospectuses for educational institutions and festival guides, but many of these jobs follow the same format and though process. I think printed publication it’s extremely important. For many of our clients, the physical interpretation of the publication is the main point of contact with their clients. Not everyone has access to the internet, and not everyone feels comfortable using a computer, especially when dealing with older or international audiences. You can also experiment with the feel of the document in terms of paper stock, pagination, size and print finish which you are not able to do digitally. I think embracing both methods and finding creative ways to have one add or support the value to the other is an exciting / concept but i’ve not really seen anything that does this well in practice. I don’t necessarily believe there is pressure for magazines to chose one format over the other, or commit to both. I do believe there is value in choosing a format, or combination of formats which truly supports their content e.g. producing a printed magazine about origami would make more sense, to me, than printing ‘this weeks gossip’. I’d view a didital future as positive.

When designing a publication, there are different limitations if you are only working on one format. When working online, you can include a lot more content without incurring extra cost in terms of printing, and you can interact a lot more with your audience. In print, it’s a lot easier to develop a flow to the document, as it has a definite start and end. There’s also something nice and permanent about holding printed document in your hand. It would be good to see a lot more clients develop each format individually, and not just view digital as an afterthought e.g., an online version as a downloadable PDF of the printed format.

TURN OVER TO VIEW MY RESPONSES Issue 1 Issue 1

27

Print: Print: The The Future Future

Response It’s interesting to see that the two types of designers, print and digital had some very similar opinions. Half expecting a digital designer to be backing up digital magazines, it was surprising that this wasn’t the case.

In the first question when the Digital Designer expressed that he tried to make a zine but came across printing costs which hindered the progress hit home about how expensive it is to print and why so many companies are coming up with alternatives. On the other hand, it was expressed that the thought of having to digitally create their zine was not a sustainable task due to the printing costs that it would incur.

The point is that physical magazines become special and mean more than something digital. There is something different about viewing something on a screen, in a way it doesn’t feel as much value as a physical object.

I would pay for a really well printed, well designed magazine but maybe not an online one.

28

The major point in this interview that interests me the most is the idea of expanding online magazine design to defy the norm. It is true that a flip book style magazine which represents a physical one exactly is boring and repetitive. The fascinating area of digital is that you can create moving objects, virtual reality and so many more things than you can in print alone so if a company decides to transfer over or include a digital part of their brand it should be incorporated with interesting fun digital elements. Interactivity is a major part of digital design and this could really change the user experience.

Issue Issue 11

TA Print: The Future

G

T

N

EN Issue 1

29

SeanCook

‘ 30

Interview with Sean Cook

Print: The Future

Sean cook is a Digital sports journalist for the sun. Although he works for a newspaper company it’s important to touch on this area of publication as well as they are having the same issues with print. It’s also intriguing that he works for a digital news platform in a printed based company as he is experiencing the digital world first hand and has more experience in digital media than print.

What is your involvement with print and digital publication?

I’m a digital sports journalist for The Sun and it’s other associated online publications, including TalkSport and Dream Team FC.

Do you think both physical and printed communications are important?

Especially is the case with The Sun’s readership, there is still a generation of the audience that uses only the printed newspaper - with sales continuing to perform well in a digital age.

Issue 1

Despite the growing importance of being active online - with social media at the heart of that - publications continue to produce printed versions of their magazine/newspaper in order to engage the loyal readership that first interacted with them before the digital age.

To scrap printed publications altogether would separate the public from the publication and cut off a long-term bond between reader and media.

What are your thoughts on the decline of physical print and the concept of magazinesbecoming solely digital?

As mentioned before, it’s integral that magazines are keeping up with the digital age. It’s easy for people to absorb information nowadays, and publications would be foolish to not be as active as possible online.

Personally I think it’s very dependent on the type of magazine. If they’re targeting a younger audience, then

a younger audience, then moving to digital would pose less risk of upsetting anyone that purchase the printed version - with a younger audience more likely to read the magazine online anyway.

I’d anticipate we have another 10 years before a complete move to digital happens.

Starting a print magazine now is especially tough. Most current print publications continue to thrive because they existed before a time where digital was important, thus have a loyal following.

The best success stories I’ve heard for modern magazines is when they are included amongst newspapers. The Sun’s fashion magazine Fabulous - which is included in the weekend edition of the paper - provides a significant boost to weekend sales.

‘

Print: The Future

Currently, media is distributed through both digital and physical platforms, what is your opinion on it remaining this way in the foreseeable future?

It’s inevitable that digital is the way forward.

With social media thriving - and a key driver for online editorial nowadays - the digital landscape is vast and highly competitive.

Until print publications struggle to sell, they will continue to be produced. The ease of access in getting information online means that it will always be the more popular option.

Having the support of such a large publication - in my opinion - is the most viable option for any magazine turning to digital as well as print to succeed, which comes with many challenges.

Issue 1

31

Print: The Future

Response Sean touched on a few points that I had not thought about before. When thinking about the older generation, it is obvious that many of them will prefer print as its what they have grown up with. There is also loyalty involved in this subject as consumers have been buying physical for 600 years, for it to stop now would be breaking tradition. Will our future generation learn about books and newspapers in school as history? (Considering what life used to be like, rather than learning through books and other media.)

Believing that 10 years will bring the end of printed media is strong, and maybe this is something to let sink in as he is at the forefront of digital design. His first job was in digital design, and this is his future, is this the future of all young journalists coming out of education?

32

Issue 1

Print: The Future

33

Cook, Sean (2016)

Issue Issue1 1

Print: The Future

34

SL

amantha ewis

Issue Issue11

Print: The Future

I

caught up with editorial assistant Samantha Lewis, to discuss the role she plays within the media industry and her thoughts on what the future holds on both physical and digital publication

What is your involvement with print and digital publication?

At present, I am the editorial assistant for two craft publications: Papercrafter and Lets GetCrafting: Knitting & Crochet. We produce national magazines on a monthly basis for thoseinterested in specifically paper and knitting crafts. My role involves writing project pieces, features, conducting interviews, assisting with photo shoots and managing our online blog and social media channels. My role is extremely diverse across both print and digital platforms which I thoroughly enjoy.

Do you think both physical and printed communications are important?

I believe that it is important to evolve with the times, and within the modern, highly-advanced industry that we live in, there is no doubt that physical and printed media has taken a slight back seat. However, this is not to say that the importance of physical print has diminished completely. Working within the craft sector, physical copies of our publi cations hold importance as we offer handy crafting tools and accessories to our readers which they can “Without the ability useto complete projects inside. to offer our audience Without the ability to offer our physical copies, could audience physical copies, could mean changing our mean changing our content content completely.� completely. In addition, as you can imagine the titles I write for are predominately targeted towards amore mature audience, who have grown up with print copies and may not have access to or simply do not like to use digital platforms.

Therefore, in my opinion physical communications are important to a high percentage of the population and hold solid importance within the craft industry.

Issue 1

What are your thoughts on the decline of physical print and the concept of magazines becoming solely digital?

I believe that this is natural transition in the society that we live in, however I cannot see magazines vanishing from the market completely, as I believe there will always be a purpose and audience for them. We have already seen a massive decline in print distribution and in turn a rise in publications moving to the digital platform. In my opinion, it's neither a positive or negative change, it is simply to be expected. It works for some companies and communications, however perhaps not for all.

With our target audience in mind, I don't believe that digital consumption is particularly suitable for most of them and although it may seem quite traditional to the younger generation, this generation are comfortable consuming information this way.

Currently, media is distributed through both digital and physical platforms, what is your opinion on it remaining this way in the foreseeable future?

The concept of consuming media through both online and published method offers consumers the best of both worlds and ensures that all types of audiences can be reached in the way that they prefer. Even though, we are likely to see a further decrease in print and a consistent rise in online options, I think it's wise for companies who are predominately print focused to also ensure they are reaching a wider audience via the internet. Within my titles, we are continuously taking full advantage of social media channels and our website which in turn, promotes our physical magazines and can lead to an increase in sales.

35

Print: The Future

Response Samantha’s opinions differ entirely from other individuals I have spoken to. She brought up interesting points that I hadn't considered, as the magazine she writes for is tailored towards a specific audience and a niche market. It's important to note that the content of the publications she writes for is essential to the consumer to get the best possible craft experience, as they are accompanied with physical inserts to use in crafty projects. With this in mind, I do believe that craft-focused magazines would die out if the digital world becomes even more of a reality in today's society, as craft is a physical art and the publication format follows this.Â

36

Talking about target audience here is crucial in understanding that the world of print covers everyone in all walks of life. Even though there will be an array of younger crafters who will use said magazines, this is one theme that is typically targeted towards and consumed by an older generation. It's important to think of the mature consumer's needs, and yes when our younger generation gets older they are likely to be wiser to technology, and therefore less likely to rely on physical publications, however that does not mean we should forget about print altogether.

Issue 1

Print: The Future

37

Aceville (2017)

Issue Issue1 1

Micheal Milla

‘

Print: The Future

I got in contact with Micheal Millar, as he has worked heavily with print over the years, to gather an even wider insight as to how print publication has changed over the years and what he thinks the future will hold.

Interview 38 with Micheal Millar

I worked for 12 years across print, online and broadcast (radio, TV) journalism. I covered everything from B2B magazines and national newspapers, to blogging for people like the Spectator and writing and broadcasting for the likes of the BBC and Reuters. Now I am a communications consultant who helps companies find ways to connect with customers through paid, earned, and owned channels. Or to cut a long story short, I help people tell stories for a living.

Do I think physical pulication is important? Important in what sense?

Culturally, economically, socially...?

In pure publishing terms print is simply one way of delivering a product. It’s demise - which I think is vastly over-stated - would be a symptom of changing technology in the same way that we used to write on stone or papyrus - or simply pass things on by word of mouth. I don’t think I would pine for print particularly. If there was no replacement then that would be awful. But there is -

Issue 1

and no doubt that will be superseded sometime soon by something else The key at the end of the day, as a publisher of anything, is to serve an audience. It always has been; the power has just been concentrated in fewer hands and the choice less for the consumer in the past. Because anyone can be a publisher now, knowing your audience well is the most important aspect there is to publishing. People will no longer except what they are served up. They want the things they want, when they want, in the formats and on the platforms they want - and want everything else to be filtered out.

And that means whether you print your magazine or produce it digitally will be dictated by the audience more than ever before. There is no stopping this, short of pulling the plug on the internet. I am currently building a ‘knowledge hub’ for a big firm that populates only based on what the individual user asks for / we think will be of interest to them. This bespoke approach is the future, I think. The transition from print is something publishers have hugely struggled with this, not least because it fundamentally alters their business model. Online advertising is not nearly so lucrative.

It has also allowed a proliferation of fake news and a huge drop in trust in journalists. But whether this proliferation is a new thing or just a new

version of an old thing is debatable (ie we don’t have media barons for the first time, just new ones. Who’d have thought Mark Zuckerberg would be thought of in the same light as Rupert Murdoch??) Indeed, folk speak about social media bubbles and echo chambers as if they are a new thing.

How is only reading the Mirror or the Mail any different? On the flip side, as a publisher, if you take all the data you receive from users and use it effectively, you can hyper-target potential customers, something which is a holy grail for advertisers. The Facebook ad platform is one example where you can ask the site to offer your adverts to people who live in a certain place like certain things are a certain age or gender and so on. Whether this is healthy from a societal point of view is debatable! But if you look at it objectively and uncynically (and without reference to George Orwell), both user and advertiser theoretically get a much better service, which is good for the publisher too.

Print: The Future

‘

ar

page can do. All the above plays into this. I doubt print will disappear any time soon. It’ll also be interesting to see how wider societal aspects play out. Will people get sick of handing outlets likeFacebook masses of personal data that allows them to be tracked, profiled and sold to, for example? What if the internet become regulated where you are? Maybe there will be a print resurgence like there has been with vinyl records? Cyclical trends can be very difficult to predict but any number of things could cause a resurgence of print that come from out with the publishing environment.

39

If soley digital publication is what the audience wants then go for it. Why not? But remember, lots of people still like the feeling of a physical magazine or newspaper in their hands and to not stare at a screen all the time.

They also like to be surprised now and again in a way that only turning the

Issue 1

Print: The Future

Response The first thing that really struck me was the idea that print is just a way of communicating, getting our point across and telling a story. This fundamental way of jotting down ideas has been changed before, paper hasn’t always been around. When carving on a stone was the norm and paper was invented, did this cause an issue in the world for being too ‘modern’.

The idea that the digital age is just another process in existence and will be replaced again is something to think about.

40

It’s also important to think about the role that social media plays in our lives. Even if we talk about the ‘Celebrity World’, a lot of YouTubers are rapidly becoming our younger generations idols. These are ordinary people who have become so important in some viewers lives and are more accessible to the public eye than celebrities in the past. The world is changing and maybe it is time for the rest of the physical world to update their platforms for a younger audience, without losing sight of the older generation too.

Issue 1

Print: The Future

41

Millar, M (2017)

Issue Issue1 1

Poll/opinions

Print: Print: The The Future Future

Poll While exploring the world of magazine design and the its’ future through the creators themselves, it’s important to think about the opinions of the consumers too. By making a poll, and making it available to everyone on social media, I would gather information from a range of people. Sometimes the best opinions come from the consumers that have no idea what is involved to make the product. This creates non-bias thoughts on the future of magazine design and helps to gather a range of sources to help my journey through this process. On this page, I will highlight some of the information and opinions that were received through the poll. The questions asked on the poll included the age and whether the particular individual was a creative or non-creative person. I arranged the ages into groups, so I could try to notice any correlation between the age groups and the answers given.

42

Issue 1

Print: Print: The The Future Future

‘

8 Creative's 43

3 Non Creative's

Issue 1

Print: The Future

44

How is Physical, printed magazine publication important?

Issue 1 Issue 1

Print: The Future

“Feels real and I can hold in the bath!”

“I think print publication is important as it’s something that has meaning and a physicality to it, is timeless. It’s information that cannot be altered.”

“I like to flick through a magazine, look at the pictures and read the articles without having to use some digital device.”

45

“Because it is something you can physically hold, especially for the older generation I think they will feel more comfortable using print than digital.”

“I’m old school and prefer printed to online.”

Issue 1 Issue 1

Print: Print: The The Future Future

“I don't like the idea of something that's original print based becoming digital as it loses its meaning and becomes more niche.

Can't make notes on it, mark pages etc. I like the touch aspect.”

46

“I think it will take the excitement away from children! Perhaps adults having digital but still some paper copies for children.”

“Good for young people but old people wont be able to read them as they don’t have computers and don’t know how to use them.”

“I am a fan of going paperless for most things, however I think you would be limiting your market if you go paperless for a magazine, for example the older generation would be more likely to pick up a magazine.”

“Turning digital would exclude people without web access.”

Issue 1

Print: Print: The The Future Future

What are your opinions on magazines turning digital??

Issue 1

47

Print: The Future

48

What are your opinions on magazines turning to digital and print?

Issue 1 Issue 1

Print: The Future

“I think that its the best of both worlds. It also gives choice to the consumer.”

“Print is a dying option due to digital consumption of easy access to everything.”

“I think it will all be digital one day so I think maybe we need to embrace it.”

49 “In my opinion magazines should remain in print, but I am over 45 and don’t have an iPad or laptop.

I use a PC everyday at work so don’t really want to use one at home in the evening too.

My phone is too small to read magazines on-line.”

“It would Be good for younger and older people.”

Issue 1 Issue 1

Print: The The Future Future Print:

“I think print will always be around if people want it to be, it’s something that is becoming more of a niche market for designers. But it could be said it’s making a comeback in certain areas.”

50

“I hope not, as stated above The feel of something in your hands cannot be replaced by a tablet.”

“Yes I think they will which could hold pros & cons to this issue.”

“The digital world is such a huge part of our modern lives, we are using them in our everyday lives from a very young age. I believe that as we go through the next few generations everyone will be digitally literate unlike our elders. Therefore unfortunately I believe we will be paperless going forward.”

“I sadly do think the future will have everything digital, in lots of ways it’s a Good thing, but in others it puts an end to something we’ve been so used to for years!”

Issue 1

Print: The The Future Future Print:

do you think the future will be taken over by only digital publication?

Issue 1

51

Print: The Future

52

do you think the future will be taken over by only digital publication?

Issue 1 Issue 1

Print: The Future

“Eventually I think it will. Most things are now paperless to protect the environment.”

“I think it will be taken over as younger generations do not rely of physical objects..”

“I believe digital publication is probably the way forward and is also probably cheaper to produce than print.

Personally I think magazines should remain printed, you don’t need to have internet access to read something if its printed.”

“Digital publication is the greener option.”

“Yes, Sadly I do believe that digital will be the future”

Issue 1 Issue 1

53

Print: The Future Print: The Future

The results show a completely different side to the other interviews I have done. There was a lot of focus on the consumer and how they use a magazine. Highlighting children as well, was an interesting angle that was not taken into consideration before. Children need to have physical things to help them as their hobbies and activities are becoming more technological and digital. On the other hand, there was also a focus on the environment and how less paper will obviously be more beneficial to the environment. Therefore, resulting in less waste and a better future for the planet. This information gathered focused more on the future becoming digital, rather than print not dying out which is the majority of the information I had gathered up until this point.

54

Issue 1

Print: The Future Print: The Future

Ages: 18-45: 6 45 Plus: 5

Issue 1

55

Print: The Future

Conclusion It is important to take into consideration that even though there may be some phenomenal changes in the modern era, change is something that will be an ever-present in life and we should do our best to embrace it. Looking back 2.5 million years to the stone age, there is no doubt that the way of writing down statements was completely different to now.

Some would say that it was far more challenging to carve words into stone, but for the people of that time it was the norm and the idea of writing on paper may have sounded challenging to them. Considering the future is vital for the future generation, in order to understand that change needs to happen, and most of the time is beneficial.

56

On the other hand, if the world of media is going to change for the better, whether that be scrapping print altogether or still incorporating it with digital media, it’s important to not just replace what we already have and put it on screen to save print costs. Technology opens our minds into creative ways of thinking that are vastly different to physical projects. Unlike what is happening currently with magazines uploading a ‘flip style’ version of an already printed magazine, needs to be more creative. It could be a real shame for the future, where everything is on screen which could become repetitive and boring and will loose its sense of value to the consumer. Additionally, considering aspects of hacking, leaking and torrenting, people will start to access this paid work for free.

As an individual who has a passion for magazine design and print, it upsets me that my career is just beginning and it is in danger of being made to take a back seat in the industry due to the modernisation of society. This poses a serious question as to how this will affect future generations. By print still existing, it may become more lucrative, with time and money being spent on only the best materials, which could lead to the reader feeling privileged about owning a quality print that could add value to a collection for certain individuals. If the digital world grows, whether it takes over altogether or not, it needs to engage the consumer just as printed publications have done for so long. For the industry to lose value when so much time and effort has gone into the production would be a shame, which could lead to the creation of a so called ‘Google world’, where everything is accessible with a variety different options available free of charge.

Issue 1 Issue 1

Print: The Future

57

Issue 1 Issue 1

biography

Print: The Future

Bibliography Websites:

Books/Magazines:

Castillo, M. (2016) Why some magazines are going back to print. Available at: http:// www.cnbc.com/2016/12/23/why-some-magazines-are-going-back-to-print.html (Accessed: 2nd February 2017).

Glader, P. (2016) ‘Mr. Magazine’ on why print magazines just won’t die. Available at: https:// www.forbes.com/sites/berlinschoolofcreativeleadership/2016/08/01/mr-magazine-on-why-printmagazinesjust-wont-die/#15c55f686d4c (Accessed: 20th February 2017).

Print Bacon, Francis (1620) Novum Organum, England Cosmopolitan, (2017), 20th February Glamour, (2017), 20th February Eden Being, (2017), Issue 1, 9th September Edinburgh International Book Festival, (2017), 7th August Escapism, (2017), Issue 41, 9th September Fringepig, (2017), Issue 3, 6th August

Hernandez, L. (2015) 5 pubs who abandoned print for digital-only magazines. Available at: http:// www.mequoda.com/articles/digital-magazine-publishing/ digital-only-magazines/ (Accessed: 2nd February 2017).

Hicks, D. (2016) 2016: It’s make or break time for digital magazines. Available at: http:// www.fipp.com/news/features/2016-its-make-or-breaktime-for-digital-magazines (Accessed: 5 March 2017).

Foodism, (2017), Issue 20, 9th September The List Festival, (August 2017), Issue 2, 7th August The Skinny, (August 2017), Issue 143, 6th August

Digital The Outpost, (2017), http://www.the-outpost.com/, 2nd February

58 The History Of Magazines. Available at: https://www. magazines.com/history-of-magazines (Accessed: 21st September 2017)

TRVL Magazine, (2017), https://itunes.apple.com/gb/app/ trvl/id391961927?mt=8, 20th February

Lukovitz, K. (2017) Perception vs. Reality: Print’s power in a digital age. Available at: http:// www.magazine.org/node/25206 (Accessed: 15th February 2017).

Works That Work, (2017), https://worksthatwork.com/, 2nd February

O’Reilly, J. (2016) The beautiful magazines setting out to prove print isn’t dead. Available at: https:// www.theguardian.com/media/2014/feb/16/beautiful-magazines-prove-print-isnt-dead (Accessed: 5 March 2017).

Bradshaw, Mae (2017) What is the future of magazine design? [survey], 11 responses, Survey Monkey Cook, S (2017) Email Interview with author, 7th September 2017

Ponsford, D (2017) ‘UK magazine ABCs: Winners, losers and full breakdown as circulation declines average 6 per cent’, Press Gazette, Available at: http://www.pressgazette. co.uk/uk-magazine-abcs-winners-losers-and-full-breakdown-as-circulation-declines-average-6-per-cent/ (Accessed: 26th October 2017)

Interviews/Polls:

Lewis, S (2017) Telephone Interview with author, 2nd September 2017 Millar, M (2017) Email Interview with author, 6th October 2017 Stevenson, A (2017) Email Interview with author, 30th August 2017

Stewart, C (2016) Meet the designers that are branding Glasgow, Evening Times Available at: http://www. eveningtimes.co.uk/news/14183675.Meet_the_designers_ who_are_branding_Glasgow/ (Accessed: 25th October 2017) Sutcliffe, C. (2016) Are niche publications the future of print? Part one. Available at: https:// www.themediabriefing.com/article/are-niche-publications-the-future-of-print-part-one (Accessed: 20th February 2017).

Issue 1

Print: The Future

Articles: Nikola. (2013) ‘History of the magaines’, Magazine Designing. Available at: http://www.magazinedesigning. com/history-of-the-magazines/ (Accessed: 21st September 2017)

Google Play (2017) ShortList Magazine [Online] Available at: https://play.google.com/store/newsstand/details/ShortList_Magazine?id=CAowj-H2Aw (Accessed 29th October 2017)

Nikola. (2013) ‘Intro, Deck, Standfirst or Kicker’, Magazine Designing. Available at:http://www.magazinedesigning.com/intro-deck-standfirst-or-kicker/ (Accessed: 21st September 2017)

Hearst (2017) GOOD LIVING [Online] Available at: http://www.hearst.co.uk/brands/good-living(Accessed 29th October 2017)

Nikola. (2013) ‘Pull Quotes’, Magazine Designing. Available at: http://www.magazinedesigning.com/pull-quotes/ (Accessed: 21st September 2017)

Issuu (2017) Tesco Magazine [Online] Available at: Hearst (2017) GOOD LIVING [Online] Available at: http://www. hearst.co.uk/brands/good-living(Accessed 29th October 2017) (Accessed 29th October 2017)

Nikola. (2013) ‘Elements of a magazine page’, Magazine Designing. Available at: http://www.magazinedesigning. com/magazine-page-elements/ (Accessed: 21st September 2017)

Lemon, K (2017) Spring at the National Trust [Online] Available at: http://kerrylemon.blogspot.co.uk/2012/02/heres-spring-edition-of-national-trust.html (Accessed 29th October 2017)

Radio:

Millar, M (2017) Profile Picture from LinkedIn [Online] Available at: https://www.linkedin.com/in/michael-millar-062138b/ (Accessed 2nd November 2017)

The Media Show (2017) BBC Radio 4, 11th October

Images:

Pinterest (2017) 1663 The world’s first magazine.

[Online] Available at: https://www.pinterest.co.uk/ pin/35817759509234881/?lp=true (Accessed 29th October 2017)

59

Aceville (2017) Papercrafter [Online] Available at: https:// www.aceville.com/brands/crafts/papercrafter (Accessed 11th October 2017)

Rutgers (2017) Seventeen: "Young fashion & beauty, movies & music, ideas & people" [Online] Available at: https:// www.libraries.rutgers.edu/rul/news/12/04_seventeen.shtml(Accessed 29th October 2017)

Bradshaw, M (2017) Glamour Magazine (Accessed 28th October 2017) Bradshaw, M (2017) Personal Image of myself (Taken April 2017) Cook, Sean (2016) Profile Picture from Facebook [Online] Available at: https://www.facebook. com/photo.php?fbid=1383691074998601&set =a.147172721983782.21521.100000731648313&type=3&theater (Accessed 2nd November 2017) The Drum (2013) Handmade Brand Identity for the Edinburgh book festival [Online] Available at: http:// www.thedrum.com/topics/tangent-graphic (Accessed 15th November 2017)

Wordpress (2017) 1663 19TH CENTURY WOMEN'S PUBLICATIONS IN ENGLAND. [Online] Available at: https:// dstrausblog.wordpress.com/tag/ladies-mercury/ (Accessed 29th October 2017) 8 Faces (2017) Type Worship: Inspirational Typography & Lettering. [Online] Available at: http://blog.8faces.com/ post/114044830353/twen-magazine-1959-1970-many-designers-will-be (Accessed 29th October 2017)

Frankly Curious (2017) Anniversary Post: People Weekly. [Online] Available at: http://franklycurious.com/ wp/2016/03/04/people-weekly/ (Accessed 29th October 2017) The Gloss (2016) Jennifer Lawrence’s Most Recent Glamour Magazine Interview Is So Quotable It’s Insane [Online] Available at: http://www.thegloss.com/culture/ jennifer-lawrence-glamour-magazine-february-2016-cover-interview-quotes/

Issue 1

Print: The Future

Issue 1