Adweek’s Micahel Wolff thinks that copywriters and art directors fell out of love with magazines.
He also notes that “television advertising was once lowbrow—jingles and irritating repetition—and national magazine advertising highbrow, or at least high craft: compressed language, compelling image, precise message, tailored information. Witty, sexy, informative. That perfect marriage of image and word.”
Let’s listen in as Wolff works to bring the magic back:
I find it interesting that Wolff wants to “take on the technology” that he sees as a threat to magazines. I think many others in his shoes are busy trying to befriend technology and understand this new friend and all her quirks.
In Related News:The Guardian is running a piece on “Analogue artists defying the digital age.” The work of these artists is born of a dissatisfaction with digital culture’s obsession with the new, the next, the instant. It values the hand-made, the detailed and the patiently skilful over the instantly upgradeable and the disposable.