laboreddetentio: Collection Magazine: indulge in new print media

sabato 14 maggio 2011

Collection Magazine: indulge in new print media

_{Posted in Fashion » Fashion Blog » Fashion Industry » Fashion Industry News Blog}

I place a magazine before you. Then I ask a simple 'yes or no' question.

"Is this old media or new media?"

I can't assume to know your answer, but I know that most people will tell me it's old media. Old media is print, it's TV, it's the communication delivered by all those old mediums that generations older than our own busied themselves with over Sunday breakfast and while commuting to work. Anna Wintour would give such an answer. The majority would give such an answer.

But I'd argue that they're wrong.

To me new media and old media isn't about the medium, it's not whether it transmits from a radio or a TV, or whether it's printed on paper. To me, whether it's old media or new media is defined by the approach of the publisher. Their outlook. Their attitude. The old outlook versus the new outlook. The old attitude versus the new attitude. The medium can be old fashioned. The presentation can be old fashioned. But new versus old all boils down to outlook and attitude. To doing things differently.

Vogue is old media. It's kept on doing what it's always done. It doesn't matter how fancy their website is, nor how much influence they wield. Their whole approach sits at odds with the emerging generations, with the world as it's changing. It's clinging on steadfast to the years of old. And that is its strength (at least for the time being).

Collection Magazine is different. It has all the hallmarks of old media. It's print. The paper stock is beautiful. The typography is beautiful. The ads are non-existent. Everything about it says that it's trying to do things perfectly. And that's the point where it becomes different, that's the point where you realise the publishers are thinking differently. Their approach is to perfect the art of print. To turn a magazine into a curated piece of art work. This is a magazine's potential romanticised. Collection Magazine is print media as new media.

collection magazine eliza humble