Over the years it’s had more re-launches than the Cromer lifeboat and still produces a sinking feeling every Sunday morning.

Possibly because the Observer has never really had its heart in it.

While the Sunday Times Magazine and the Telegraph Magazine (appearing on Friday, Sunday and Saturday [...]]]> Why, oh why, can’t the Observer produce a decent colour magazine?

Over the years it’s had more re-launches than the Cromer lifeboat and still produces a sinking feeling every Sunday morning.

Possibly because the Observer has never really had its heart in it.

While the Sunday Times Magazine and the Telegraph Magazine (appearing on Friday, Sunday and Saturday in turn) eagerly embraced the miracle that was coloured ink on glossy paper nearly half-a-century ago, the Observer trailed reluctantly behind – going through the motions of giving its readers a colour supplement but never investing it with any real personality or sense of purpose.

How ironic that our most radical Sunday has always turned out the least adventurous magazine.

The same contradiction is apparent in its latest incarnation.

Cash-strapped as ever, the Observer has trimmed its Sunday package to three items – the main Newspaper, the so-called New Review, and the Magazine.  While the parent newspaper continues to utilise the Berliner page-size even more effectively than its Guardian stablemate, the New Review takes a giant further stride  in dramatising the format.

Spectacular images, eye-catching headings soaring in generous white space, crisply marshalled text and boldly defined sections – they all combine to create an IMAX big screen effect on little ol’ newsprint.

Turning to the second issue of the new look Magazine is like squinting through the wrong end of a telescope. Shorter and narrower than its rivals to begin with, the design is determined to make the content even more distant and cramped.

Only one picture in 60 pages crosses the gutter to make a genuine spread. The only other photographs to make even a single page are of a plate of meatballs, three out-of-focus workmen standing around a baby car, and a solitary figure posed beneath display panels of flight departures in an air terminal.

In face of all established flat-planning, the opening feature runs for 3,500 words through four text-heavy pages, illustrated by one small picture and a second even smaller – while the cover story is only to be found  at the very end of the issue and is another 5,000 words of pretty solid text. And in between are no less than 13 single-page features, robbing the general run of the magazine of any real substance.

The Sunday Times Magazine continues to set the standard with elegantly displayed pages that marry words and images in an expansive pattern that positively pulls the reader into each and every spread. What a pity that the Observer Magazine seems to want to label its pages with the warning: Keep Out!

Peter Jackson  www.maximags.co.uk

An explanation could be the views [...]]]> Challenging the widely accepted view that the young generation of “digital natives” has lost contact with print, media analyst Jim Bilton of  Wessenden Marketing (www.wessenden.com) has pointed to a National Readership Survey showing that 15-to-24-year-olds actively using new technology read 24% more newspapers and magazines than the average British adult.

An explanation could be the views expressed by a 22-year-old spokesman for undergraduates at Bournemouth University examining the impact of multi-media:

“We sat in front of screens doing our A-levels, we sit in front of screens at university and most of us will end up in white-collar jobs looking at screens all day.  Leisure hours offer computer games, TV and cinema which all serve up entertainment on a screen.

“Do the pundits seriously believe we want to go through our lives spending every minute of our waking hours staring at screens? Don’t they realise our generation is already looking for chances to escape from new technology, that delving into a favourite magazine or curling up with a good book becomes a positive treat.

And the more digital the world becomes, the more restful ink on paper will be.”

Peter Jackson

What on earth is Rupert Murdoch thinking about? Tilting at windmills in a hopeless quest to get the genie of free-news-online back into the bottle of paid-for-ink-on-newsprint, he is neglecting an elementary way of persuading website browsers to go out and actually buy his papers.

This morning’s copies of The Times carry [...]]]> A case of digital schizophrenia?

What on earth is Rupert Murdoch thinking about? Tilting at windmills in a hopeless quest to get the genie of free-news-online back into the bottle of paid-for-ink-on-newsprint, he is neglecting an elementary way of persuading website browsers to go out and actually buy his papers.

This morning’s copies of The Times carry an outstanding candidate for Magazine of the Year – its own science publication, Eureka, which is a masterly exercise in combining authoritative content which imaginative presentation. With only 12 pages of advertising to carry a 60-page issue, it is a bold and clearly very expensive venture.

The four-page centre-placed gatefold in the latest issue is a panoramic depiction of 70 million years of environmental upheavals which no computer screen is wide enough accommodate. It is a vivid piece of artwork worthy to grace every school and every child’s bedroom wall. This alone is well worth the £1 for the parent paper and, brought to the notice of literally millions of online strangers, could well have created a massive extra demand.

So what is The Times making of this enormous opportunity to put on sales? Well, people who actually buy the paper can’t miss the larger banner across the top of the front page, announcing the presence of Eureka inside.

But the many, many more who prefer a free visit to timesonline will hardly know of its existence. It’s not mentioned at all on the Home Page even though the second lead is a scientific story. That merely X-refs to two other related items on the website.

Clicking to the Science section, we find a small panel which baldly announces the existence of the magazine and nearby is a shot of the cover. Except this is last month’s cover!

Nowhere is there an exciting sell for this month’s contents, no traditional Fleet Street promotional blurb for something as special as that panoramic pull-out.

And even worse, beneath the out-of-date cover is the promise that if you don’t happen to have bought the printed Eureka the whole of the magazine will there to read online page by page as an e-zine

What kind of marketing strategy is this? Does timesonline actively want to discourage the newspaper’s efforts to hold up circulation by offering expensive free extras? Does the right hand really care what the left hand is doing?

I am afraid The Times is not alone in this case of digital schizophrenia.

Surveys by multi-media students of Bournemouth University of the relationship between national newspapers and their websites consistently show the papers competing with each other in the profusion of directions to all the extra delights to be found online while their websites loftily ignore such vulgar offerings as the wallcharts, pamphlets, CDs and DVDs on offer at the news-stands.

This is an issue that dwarfs talk of attempts to claw back pennies from browsers. It’s time the industry realised that instead of using the great reach of the web as a vast recruitment opportunity they are going to enormous trouble to persuade the readers they’ve got that there’s no longer any reason to put their money down for a newspaper.

Would Rupert Murdoch ever buy Harrods and then stick a notice on the front door saying “Shoplifters welcome”?

Peter Jackson www.maximags.co.uk

In his essay on Post-Medium Publishing (http://www.paulgraham.com/publishing.html) Paul Graham presents many reasons why consumers in a digital age will not be prepared to pay for content – then confesses he’s not sure what “content” means. To him the word suggests “undifferentiated slurry.”

To publishers and broadcasters the word is very clearly differentiated by way [...]]]> Re Post-Medium Publishing

In his essay on Post-Medium Publishing (http://www.paulgraham.com/publishing.html) Paul Graham presents many reasons why consumers in a digital age will not be prepared to pay for content – then confesses he’s not sure what “content” means. To him the word suggests “undifferentiated slurry.”

To publishers and broadcasters the word is very clearly differentiated by way of the three missions they seek to perform:

(a)   To Inform

(b)   To Educate

(c)   To Entertain

If that seems a pompous formula for the current world of media that encompasses redtop tabloids and lurid soap operas, celebrity magazines and public executions by reality TV, it’s because it embraces the lofty principles laid down at the birth of the BBC more than 70 years ago.

The formula still holds good but is now interpreted in more basic terms:

(a)   News (what’s going on?)

(b)   Analysis and Comment (what’s to be learned from what’s going on and what does it mean?)

(c)   Pleasure (reading, listening and viewing need to be enjoyable)

In failing to distinguish those three strands, Paul Graham not surprisingly found himself floundering in a slurry pit of contradictions. And in regarding Content as a single commodity he could not recognises that consumers approach each element in a different mind-set.

News: No one in publishing (not even Rupert Murdoch) expects people to pay for online News any more than they would pay for bottled oxygen. News is happening everywhere and all the time and electronic media can deliver it to everyone wherever they are in next to no time. At best, ink on paper delivers last night’s news.

The staccato patterns of online traffic shows that the great mass of people go to the web for a quick fix of information – keeping up with what’s happening from whatever sources they stumble upon. They put no greater value on it than sharing in the office gossip. And no one would dream of paying for that.

Analysis and Comment: If News has to equate with the provision of free parking outside the store, newspapers have a much stronger case for charging customers to come inside and linger over the fruits of their costly investment in eminent editors, special correspondents and investigative journalists.  Analysis and Comment cater for people who need to know much more than what’s happening and where there’s a need people will pay.

Pleasure: Another confession of Paul Graham’s is that he prefers the solitary experience of watching films at home on DVD to the shared enjoyment of sitting in a crowded cinema. So he is hardly likely to appreciate the requirement of publishers to provide Entertainment for their great mass of readers, to make reading a positive pleasure. They do that with engrossing human interest stories, imaginative features, colourful columnists – items to curl up with.  Quick-fixers dashing online hardly go there in search of enjoyment. Pleasure-seekers have always been prepared to pay for their pleasures.

But I believe this third type of consumers will still want their pleasures cover-wrapped, they will want something more tangible than fleeting images on an impersonal screen.  While quick to go to the web for free News and quite likely to pay for online Analysis and Comment, they will continue to hand over their money for a printed product they can actually curl up with.

In foreseeing the inevitable triumph of new technology over the old, Paul rather grudgingly concedes that “some” magazines will survive by focusing on the magazine as a physical object – “at least for a while.”

He couldn’t be more wrong. Most magazines will survive and flourish well into and through the digital age.

First, because the web can be their ally and not their rival. Unlike newspapers which recklessly have tended to throw everything for everybody on the web, magazines have much more specific audiences to target, able to ensure their online material is shrewdly designed to complement the printed content, to add the exciting elements of immediacy, interactivity, sound and video.

Secondly, while every website which appears on your screen has to conform to identical dimensions, every print magazine projects a different personality by way of its size, shape, texture, typography and layout.  Above all, instead of the instantly disposable nature of a newspaper, a magazine is most often an elegant package to possess and cherish, something whose very purchase from a crowded news-stand makes a public statement of interests and taste.

Paul’s conclusion is that any established medium trying to compete with the new is likely to be the loser. But the invention of the gramophone didn’t stop people going to hear Dame Nellie Melba, movies didn’t kill the theatre, radio didn’t destroy the recording industry, television didn’t spell the end of the cinema. They all learned to adapt and are all still here.

Publishing now has the opportunity to take on many additional new forms but there will always be a demand for words on paper. And I’m prepared to state that in black and white!

Peter Jackson www.maximags.co.uk

That weapon is the cover and entries have been flooding in from across the industry for The Maggies – the first-ever Magazine Covers of the Year awards. You can see the winning titles on www.themaggies.co.uk and they [...]]]> Magazine publishers fighting for survival in face of falling sales and declining advertising are wasting their most powerful weapon.

That weapon is the cover and entries have been flooding in from across the industry for The Maggies – the first-ever Magazine Covers of the Year awards. You can see the winning titles on www.themaggies.co.uk and they share a high standard of imaginative design and sales impact.

But what concerned me, as one of the judging panel that selected the short-lists, was the poor standard of the great bulk of the entries. And these were no run-of-the-mill selection – they had been submitted by publishers, editors and art directors in a conscious choice as their very best covers of the year.

So what was wrong? In a word – words. Far, far too many of them.

A cover is essentially a recruitment poster. Not a familiar sight for regular readers who will know where it is on a crowded news-stand. Its job is to jump out of the throng and grab the attention of the passing traffic; to win new readers and win back lapsed readers with the promise that this issue is really special.

Research shows that shoppers visiting a sales point with the general idea of buying a magazine (not picking up a regular purchase) spend between 5 to 7 seconds looking at any one magazine.

Their eye is first caught by the main image on the cover, then a strong coverline linked to that image. Hopefully, the next step is to lift the magazine from the shelf and study supporting coverlines that sell the most exciting features to be found inside. Not everything.

So many magazines have turned their covers into veritable contents pages with the main image struggling to break through heavy curtains of type.

One of Condé Nast’s entries was Glamour magazine (and remember this employs one of the smallest formats on the news-stand). There we had Keira Knightley poking her head out of an assemblage of no less than 78 words of coverlines. The publishers assured us that a celebrity face and a glimpse of one shoulder was enough to give a sales uplift of 5% but since the main coverline proclaimed “YOUR BODY’S SEXIEST CLOTHES” it might have been even more effective to show a little more of what she was wearing.

As it was, the largest piece of her dress on view was submerged between 10 words of a coverline reading: “Stalker nightmare – He hid in my room while I slept.” No wonder Keira looked so serious.

Even so, Glamour was relatively taciturn compared with IPCMedia’s Rugby World (110 words of coverlines); Nat Mags’ She (109); Esquire (100 and 89 for two separate entries); and Good Housekeeping (95); and OK (83). Tilllate clubbing magazine (108) and Small World travel and leisure magazine (98) did their best to compete with the big boys. To be fair, Time magazine carried only four words and Creative Review none.

The idea behind The Maggies was that shortlists in six different categories would be selected by a professional panel but that the winners would be choice of the public (just as they make their pick from what is presented to them on the news-stand).

Significantly all six receiving the most votes carried less coverlines than the average for their sector. That principle was almost breached by Bauer’s Q magazine which the judging panel awarded the title of overall Magazine Cover of the Year. This carried all of 59 words of coverlines but the difference was that the typography was dramatic and the words were positioned so as not to intrude on the striking image of pop star Lily Allen in the company of two black panthers.

There’s a very big difference between coverlines carefully placed to support the image and those merely scattered over the image; between a busy cover and one that is just messy.

In these days of reduced consumer spending it is understandable that publishers want their covers to offer value for money by promising there’s so much more inside.

But this is counter-productive if all those words crowd out the message and weaken the overall impact.

A proud chef may be tempted to list every single dish of his a la carte menu on a board outside his door in the hope of attracting passing trade. But if the restaurant doesn’t look attractive you don’t bother to cross the street and read the words.

Another worrying aspect of current cover design is an apparent inability to recognise that the requirement is to produce something which demands attention by being immediately visible among those congested shelves; which is extrovert rather than recessive.

This is where the colour palette is crucial. Research in this area shows that people are most easily drawn to covers using red and blue against a pale background. Yet no less than 40% of the entries were predominantly black and brown. What more certain way of fading into the background?

Media analyst Jim Bilton (www.wessenden.com) points out that while magazines sales are continuing to decline overall (down 10 per cent year on year) subscriptions are showing a slow but steady increase.

If more and more readers are preferring to commit for a whole 12 months to a magazine that arrives sight unseen through the letterbox, it would suggest to me that publishers are not working hard enough to win back readers in those precious 5 to 7 seconds at the news-stands.

Peter Jackson