The future of production
November 18, 2011 at 4:51pm by Lorrie Zwer
Undoubtedly you've heard about the death of print. 'Print is dying' has been the cry for the last number of years and falling circulations and ad revenue statistics are cited and people in the industry fret and wring their hands in worry all the while working furiously to produce magazines and newspapers like emergency surgeons in the OR.
Well, it’s time to unplug the life support, because print is dead.
And you can thank Apple.
In the not too distant future, tablets and tablet computing will become ubiquitous. While iPads and tablets in general are mainly in the hands of gadget geeks, early adoptors and fan boys, the technology is just too easy and too smart for it not to hit the mainstream. A child can figure out how to use an iPad and so can her 75 year old grandmother. And the magic of the iPad (and the iPhone before it), something that no other smart phone producer has been able to figure out and/or replicate, is the device is a blank slate begging for content.
And magazines and newspapers are the perfect content for a tablet computer.
Print is dead. Magazines and newspapers, though yes, some have died and more will surely perish, are not. Recent advances in technology, thanks to Adobe, have made it easier than ever to move print content onto the iPad. Lifelong print guys, with a few extra clicks of the mouse, are now digital content producers. Static images can become dynamic video. Advertising can link directly through to e-commerce. Stories can be commented on with a click and what was once a monlogue will become a dialogue. It’s a glorious opportunity for writers, photographers and advertisers. Their stories will come to life in ways we have yet to imagine.
Print is dead, but we are right on the cusp of new dawn for magazines and newspapers.
Lorrie Zwer, Digital Producer