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Why magazine publishing has forever changed

March 16, 2011


When I took a look at the “about” section of a new soccer magazine, The Blizzard, a magazine designed to be downloaded, I was struck by how they defined their reasons for existence. They summed up precisely why magazine publishing has been forever changed and how developments in the web-publishing space, like the “AOL Way”, might have opened up interesting new avenues for publishers.

However, the most important thing is the development of what they consider to be a “space” for something more considered.

The iPad and tablets are re-introducing the notion of consideration and will have a significant impact on the types of content that get created- more detail and depth could be the order of the day.

Here’s what The Blizzard had to say

1. Twitter and Facebook are instant and
ubiquitous, delivering transfer scoops and breaking news to a global
audience before a sub-editor can type the word “Exclusive”.

2. The
internet has brought a whole new methodology to football analysis, from
chalkboards to minute-by-minute reports, all delivered under the
watchful eye of that toughest of football critics, the anonymous
comments poster.

3. The on-line consumption of quality
journalism is voracious and brutal. Readers demand a constant stream of
the highest quality writing, completely free of charge.

  • As
    advertising replaces cover price as the principal revenue stream, the
    populist urge means an increasing tendency to focus how many clicks an
    article generates on a newspaper’s website.With
    newspapers determined to prove they have access bloggers don’t, the
    lust for quotes, no matter how banal, and the desire for “news”, which
    often means nothing more than “a rumour that can’t instantly be
    disproved”, has overwhelmed all else, and it’s getting worse.
  • 4. As football writers, modern journalism excites and challenges us
    like never before. Rarely, though, does it afford us the time and space
    to produce something more considered, in-depth or less mainstream. The Blizzard
    is that space. It aims not to replace or somehow compete with breaking
    news services and more traditional media, but to provide a sense context
    and depth of analysis impossible in shorter-form journalism.

    Uruguayan left-back of the 1920s? Israeli fan culture? Championship
    Manager? The evil of the away-goals rule? The design of floodlights? The
    decline of 3-5-2 in north Africa? An unhealthy obsession with a
    journeyman Tranmere midfielder? The links between music and football
    tactics? An interview with Guus Hiddink? So long as it has some
    connection to football, it has a place in The Blizzard.

    Posted by Ed Cotton

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