“Just Cause” will contradict the laws,
But the murder’s been justified in the eyes of their gods
Starbucks: Interactive Storefront
In this interactive storefront at Starbucks in Vancouver and Toronto (2 of its busiest locations), its goal is to tempt passers-by to try out their Tazo Tea. On the interactive screen, users can guide a create of their choosing (hummingbird, dragonfly, or butterfly) on an adventure to find all the required ingredients to make each of the three types of Tazo teas being promoted by Starbucks.
Creative Agency: Blast Radius, Canada
Media Agency: MediaCom
Execution and Interactivity: The Media Merchants
'iPad magazine content shouldn’t look like scanned printed-magazine pages'
On the iPad, I find that the magazine-like layouts get in the way and make the reading experience more difficult. iPad magazine content shouldn’t look like scanned printed-magazine pages.
Are incredibly complex and expensive-to-develop iPad apps necessary, or would simpler ones suffice? Are enough customers really demanding the expensive features — especially those with big per-issue costs, like all of the multimedia “extras” — to make them worth their costs, or would most of the readership still pay the same amount for just the text and a few optional photos in a nice, reusable template? That’s how most websites publish their content, and we’re all fine with it. In many ways, such a structure could result in much better apps: adjustable fonts, text selection, highlighting, and many other reader-friendly features become much simpler to implement in such an environment. Higher quality, lower cost.
I subscribe to the New Yorker. And I absolutely loathe the format of their archives - a user-hostile “e-magazine” format that is hard to read, difficult to navigate, and ugly. The New Yorker isn’t the only one to do this - print publications are enamored of the idea of “e-editions” and “e-magazines” that replicate the print format online.
(See also: ‘This approach privileges print and its design conventions, imposing them on new platforms’)
Another trend, as publishers herald the iPad as the saviour of all (old) media (companies): those whizz-bangy ooh-look-a-pigeon apps alluded to above - in which the “extras” distract from the actual reading experience.
But the piece isn’t just about simplifying the reading experience; it’s also about the economics of that complexity, and of print vs digital-only media:
Ads are supposedly necessary to subsidize the publications so they can be sold at an acceptable cost to most readers. But if ads didn’t need to be sold, the staff and operations related to ad sales could be cut, reducing the cost of delivering each issue.
If the publication went digital-only, the entire infrastructure for printing and distribution could be cut, too.
If all readership is on the website and an iPad app, how much of the layout staff is necessary?Web publications don’t need custom layouts for each post…
With a smaller staff, and with most resources allocated to content generation, how much management and support staff could be cut? And would the huge offices in prime Manhattan locations still be necessary?
Newsstand Is Promising, Yay! But Enough with Issue-Based Publishing - global moxie
The New-World Economy of a Modern Magazine, or, A Single-dip - Blast Radius
Benjamin Bregeault - Coupure Pub
Hello tous !
Pour ceux qui ne connaissent pas Blast Radius, je vous invite à découvrir ce réseau d’agences digitales créé par un Français et acheté par WPP. Son antenne Parisienne, ouverte il y a quelques mois, se restructure avec pour ambition de créer un nouveau modèle d’agence à (très) forte valeur ajoutée stratégique et créative.
Structuration de l’agence, créativité, modèle, ambitions… Ce sont ces thèmes que j’ai évoqué avec Benjamin, passé par les agences françaises Ogilvy et Buzzman et la néerlandaise 180 Amsterdam.
Partagez et commentez son avis à votre guise !
Bonne écoute !
Le modèle digital de Buzzman, parfois critiqué pour son coté one shot - 0,21’
Les modèles d’agence qui t’inspirent pour Blast ? - 2m04’
Comment Blast se différencie des modèles existant ? - 3m40’
La culture planning pour un créatif - 5m30’
Les enseignements de ton passage à Ogilvy - 7m55’