O britanskom časopisu sam saznala početkom godine u omiljenoj rubrici omiljenih novina - kroz portret glavnog i odgovornog urednika Monocle: Tyler Brûlé akka Mr. Zeitgeist.
Od tada i pratim njegovu nedeljnu rubriku u Financial Times. Tekstovi (nekad previše snobovski, ali barem sa pokrićem) bave se uglavnom lifestyle temama, putovanjima, aerodromima, hotelima, kulturološkim razlikama, razlozima za i protiv posedovanja kućice na ostrvu blizu Stokholma, raznim japanskim lepotama i čudima..
U jednoj od skorašnjih kolumni bavio se krizom štampe i šta uraditi protiv nje. Savet, uratko, glasi: Razlikujte se.
Njegov pristup je ovaj: Napravite odličan, specifičan osnovni proizvod i ne gubite vreme na Internet:
As many publishers shift resources to tablet editions (I’m still waiting to see a sustainable advertising model for this format) and developing Twitter teams to push traffic to their core brand (a tremendous waste of money at the expense of real journalism and a terrific way to actually divert people from your core product), the real issue facing publishers is “differentiation”.
Drugim rečima:
Spend a bit of time at a US newsstand and it’s clear that the crisis in the magazine industry isn’t so much about plastering covers with hash-tags, the problem is that everything feels and looks alarmingly the same – the cover stock is identical across a variety of magazines, the varnishes too.
Open up any US consumer magazines and you’re likely to find the paper is similar, the style of photography (lighting, composition, crop) is the same and the layout is dull and unchallenging.
Umesto toga, kaže Mr. Brûlé, štampa, prvenstveno časopisi, trebalo bi da se posveti svojim najvernijim čitaocima: Onima koji traže nešto novo i dobro za čitanje.
Može li neko da ovu poruku prenese domaćim izdavačima i urednicima?
