news(print)

a thesis to reshape the nature of print news media, positioning it for a functional and relevant future

holly leach 02774177 thenewsprintproject.com 573-489-7263 [email protected]

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table of contents

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Thesis Summary ..................................... 04

Thesis Overview ..................................... 08

OGST Diagram ....................................... 10

Materials Matrix .................................... 12

Timeline .................................................. 14

Three Habits ............................................ 16

Resources ................................................ 18

Possible Futures ..................................... 20

Biography ................................................ 22

table of contents

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today, news is nothing but a reaction

thesis summary

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It’s a reaction to an event, which demands to be communicated to those affected.

It’s a reaction to the 24-hour news cycle, which demands immediate notification and continuous reportage of events.

It’s a reaction to the rise of scanners over readers, which demands search engine optimized headlines and 140-character limits.

Today, news is nothing but a reaction to consumer’s demand for facts immediately after they happen in formats that allow for quick comprehension.

and that’s okay.

today, news is nothing but a reaction

However, problems arise when communication doesn’t continue beyond that first, surface-level dispatch of news. Without further inquiry, discussion and education of an event, the collective knowledge never becomes more than a superficial understanding, suitable for nothing more than water cooler conversation.

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thesis summary

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To do so, it will only report on events after they have developed beyond the standard eight-word headline. In other words, it will take its time.

Furthermore, it will be inspired by the only medium where such patience and mindfulness is not only accepted but expected: print.

This thesis will prototype a multi-platform publication optimized for the dissemination of in-depth and longform journalism. This product will be published quarterly and will provide a comprehensive assessment of one news item. Each issue will utilize various communication venues, such as tablets, web pages, audio and video podcasts and printed matter.

this thesis seeks to add another, deeper layer to the communication of newsworthy information.

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‘we talk a lot, then we dive deep’

That’s how Clive Thompson summed up his January 2011 Wired essay that argued against the notion that tweets and status updates are completely eroding our attention span. “I think something much more interesting and complex is happening,” Thompson wrote. “The torrent of short-form thinking is actually a catalyst for more long-form meditation.”

ogst diagram

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Thompson’s essay artfully outlines the layered state of communication. It begins with short takes, the barrage of tweets and status updates reacting to a newswor-thy event. “Society is just chewing over what happened, forming a quick impres-sion of What It All Means,” Thompson explained.

To Brian J. McNely, an assistant professor of English at Ball State University who specializes in rhetoric and writing, the process of writing and posting short takes is “a crucial, everyday aspect of making meaning in the world.”

It is from this meaning that long takes are born. A long take is a “deeply considered report and analysis, and it often takes weeks, months or years to produce,” Thompson said. Unlike an instantaneous tweet, it is relevant for years.

McNely calls the short’s impact on the long sociotechnical notemaking, or “short-form writing work that is typically enacted informally via the technologies of social software, with explicit heuristic, inventional and epistemological implications.”

On the surface, Thompson and McNely seem to be delivering good news for print journalists: “The Internet isn’t ruining your industry, it’s boosting it!” Rather, it highlights the fatal error the journalism industry committed years ago: It failed to embrace the Internet as a platform for disseminating news. This set up the reaction-based relationship with news that dominates today, in which immediacy is the defining characteristic of what is news.

In journalists’ race to keep up with the speed of information on the web, they’ve conditioned consumers to qualify news as quick facts instead of as measured analysis. “News, to me, seems very up-to-date — you know, what’s happening,” focus group participant Braden Flynn said. “There’s an immediacy factor.”

Today, news is nothing but a reaction. News is nothing but a short take. Nothing but a sociotechnical note.

It is the news(print) project’s mission to reshape the modern definition of news. News(print) seeks to extend the conversation beyond the short take, shepherding its development into a long-form analysis. News(print) isn’t just about reframing the newspaper; it’s about reframing the news.

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ogst diagram objective:

reshape the function and form of print news media

goal:

increase the publication’s distribution and circulation

strategy:

publicize the publication

strategy:

publish content across multiple platforms

tactics: · awareness campaign to

announce its existence

· marketing campaigns to establish brand identity

tactics: · create print product

· create digital product (mobile, tablet, web)

content description here

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goal:

increase the public’s deep understanding of news events

strategy:

publicize the problem

strategy:

encourage engagement

strategy:

focus only on in-depth news reportage

tactics: · create publication that is

only published quarterly and covers only one topic in each issue

tactics: · hold live events, such as

public forums, launch parties and exhibits

tactics: · awareness campaign to

make readers care about reading “long takes”

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materials matrix

what is it? A multi-platform publication optimized

for the dissemination of in-depth and longform

journalism. This product will be published monthly

and will provide a comprehensive assessment of

one news item. who is it for? San Franciscans who

are literate and have at least a water cooler level

knowledge of current events and pop culture are

the target audience. This publication will also be of

interest to news journalists who are interested in

industry experimentation and innovation.

what will it entail? In addition to the products

mentioned below, this publication will require a

corporate identity system, marketing and website.

materials matrix

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what is it? A broadsheet printed publication with the primary purpose of disseminating the monthly

in-depth news reports. who is it for? San Franciscans who consume the publication in any form, but es-

pecially those who choose not to read the web-based and mobile products. where is it available? It will be

available in news racks and bookstores in San Francisco and distributed to coffee shops, transit stations,

medical practices and other venues where people bide time or have innocuous discussions. when is it

available? At most, it will be produced and distributed on a quarterly basis.

what is it? A web-based news source with the primary purpose of disseminating the quarterly in-depth

reports. Its secondary function will be to keep readers informed about current news events that occur

in-between publication issues. It also will contain corporate information, such as the mission statement

and how to contact those in charge. who is it for? San Franciscans who consume the publication in any

form, but especially those who choose not to read the print and mobile products. It also will serve those

who want to learn more about the organization. when is it available? The home, about and breaking news

pages will be up early in the thesis. Others will go live as news content is produced and distributed.

what is it? Digital news sources, including a tablet-based publication and auditory and video-based issues

for mobile devices, both with the primary purpose of disseminating the quarterly in-depth news reports.

who is it for? San Franciscans who consume the publication in any form, but especially those who choose

not to read the web-based and printed products. where is it available? The tablet publication will be avail-

able for the iPad in the Apple application store. The audio and video issues will be available in both Apple

and Android application stores.

what is it? Live events that are meant to educate and engage news consumers. These could take the form

of launch parties, exhibitions, lectures or public forums. who is it for? San Franciscans who consume the

publication in any form, but especially those who want to supplement their knowledge with live discus-

sion, education and opinion sharing. where is it available? These events will be held in San Francisco

and the Bay Area. when is it available? These events will be held quarterly, or at least four times a year.

Others will be scheduled as needed and as opportunities arise.

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projected timeline

fall semester 2011

courses

GR604: Nature of Identity

GR801: Thesis Development

GR602: Art and Ideology of the 20th Century

events

Pop-Up Magazine, Issue 5: November 9

IGA Fall Gala: November 10

ongoing projects

Research topic and conduct interviews

Establish visual aesthetic

deadlines

Name project

Secure website domain name

Secure Twitter, Facebook and Tumblr domains

spring semester 2012

courses

GR800: Group Directed Study

GR800: Directed Study

work experience

Internship at 826 Valencia, 24 hours/week

ongoing projects

Research topic and conduct interviews

Prototype print publication

Prototype and/or plan one of the publication’s events

Become fluent in digital and web design software

Contact potential publication content partners

deadlines

Design news(print) logo

Launch and maintain project website and blog

Launch and maintain Twitter, Facebook and Tumblr sites

september 1, 2011fall semester 2011 begins

january 30, 2012spring semester 2012 begins

timeline

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fall semester 2012

courses

GR650: Portfolio

GS604: Professional Practices

deadlines

Finalize digital publication

Finalize and publish book on thesis methodology

summer semester 2012

courses

GR800: Group Directed Study

GR800: Directed Study

work experience

Internship, hopefully at either The Bold Italic or Wired

events

Society for News Design 2012 conference

American Copy Editors Society 2012 conference

ongoing projects

Prototype digital publications

Begin designing book on thesis methodolgy

deadlines

Finalize design of print publication

Write and design style manual for print publication

june 18, 2012summer semester 2012 begins

september 3, 2012fall semester 2012 begins

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three habits for a successful thesis

The research element of thesis development is not — and should not — be limited to journalistic topics. News(print)’s success will require observation and assess-ment of good graphic design practices. I’ve identified three strategies from the book 100 Habits of Successful Graphic Designers that will help me throughout the development and execution of this thesis project.

I’ve also identified a comprehensive list of resources, including books, articles, interview subjects and organizations, that will contribute to news(print)’ success.

three habits

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find an emotional connection with your audienceThis thesis has two options for its primary audience: literate, informed adults and working journalists. Both are valid, but, as of this printing, I’ve chosen to name the literate, informed adults as the main target. (Working journalists who are interested in industry innovation will remain a close second.) Finding an emotional connection with these news consumers will be key in getting them to care about and engage with a slowed-down news cycle.

develop brands that both reflect and influence cultureWaterbury’s over-arching philosophy: “the way that brands influence people’s lives extends beyond traditional media, and people need to be able to embrace the brand at more intimate and respected levels than simply passively viewing a commercial on TV or in a magazine. This process involves a process that purveys to the audience an emotional connection to the brand and places it in the general suffusion of culture over a variety of human experiences.” This publication has to respect branding, and not believe that its content will speak for itself. Just like Fox says it’s “fair and balanced,” this publication (especially if the readers are the main audience,) must coin a tagline that connects.

make a low-budget project look expensivePrint news is nothing new to readers. The publication will have to be low budget; that’s a real-life constraint. But it can be made to look as if it’s better quality than it actually is, especially with good design. Full color, a wide web and heavier than normal newsprint will help, too. The higher-quality look will be attractive to readers, even if its just for the novelty, and they’ll be more likely to pick it up. It also will make it stick out from the competition.

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resources interview subjects: · charles apple Freelance visual journalist, illustrator,

educator and consultant

· khoi vinh Co-founder of Lascaux Co., blogger and former design director for NYtimes.com

· roger black Cross-media news design consultant

· douglas mcgray Editor-in-chief and co-creator of Pop-Up Magazine

· nicole grant Producer at The Bold Italic

· sara quinn Visual journalism faculty at the Poynter

· lila lahood Director of operations and development at SF Public Press

· steve fainaru Editor-in-chief at The Bay Citizen

professional organizations: · aiga Professional organization for graphic designers

· society for news design Professional organization for visual journalists and news page designers

· society for publication designers Organization that is “dedicated to promoting and encouraging excellence in editorial design”

· society of professional journalists Professional organization for journalists

events: · pop-up magazine A live magazine and ephemeral

storytelling experience

· aigasf fall gala A networking event for San Francisco-based graphic designers and students

· snd annual workshop Annual conference for news designers to discuss and learn about their craft

· aces conference 2012 The American Copy Editors Society’s annual conference

resources

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articles (a sampling): · c.w. anderson “Print Culture 101: A Cheat Sheet and

Syllabus,” The Atlantic, August 18, 2010

· david carr “Newspapers’ Digital Apostle,” The New York Times, November 13, 2011

· paul farhi Don’t Blame the Journalism,” American Journalism Review, October/November 2008

· conor friedersdorf “The New Watchdogs,” City Journal, August 4, 2011

· nosheen iqbal “The Long-Form Resurrection: Will Snappy Websites Kill Off Lengthy Magazine Reads?”, The Independent, July 15, 2011

· sarah kessler “Local Newspapers Hold Ground Against the Internet,” Mashable.com, September 26, 2011

· lauren ladoceour “San Francisco’s New Wave of New Media,” 7×7, October 25, 2010

· brian j. mcnely “Sociotechnical Notemaking: Short-Form to Long-Form Writing Practices,” Present Tense, Vol. 2 Issue 1 (2011)

· chris palmer “Exploring Longform Narrative Story Structure,” National Association of Science Writers, October 16, 2011

· andrew phelps “A Publisher Bets on the Onion to Save His Business — For Real,” Nieman Journalism Lab, November 3, 2011

· clive thompson “How Tweets and Texts Nurture In-Depth Analysis,” Wired, December 27, 2010

· clive thompson “Clive Thompson on the New Literacy,” Wired, August 24, 2009

· project for excellence in journalism The State of the News Media 2011

· tanzinia vega “Group Says Newspapers Aren’t Dead, They’re Alluring,” Media Decoder blog, The New York Times, October 23, 2011

websites (for research): · charles apple: the visual side of journalism A news

design and copy editing blog curated by Charles Apple

· roger black: a narrative design studio The blog and website for Roger Black, who runs a news design consulting firm that specializes in cross-media content

· the poynter institute A prominent think tank that is committed to industry research and journalism education

· subtraction.com The blog of Khoi Vinh, former design director at NYtimes.com

websites (for inspiration): · the printed blog “The best of the web picked by editors

you know and love, delivered to you in a print magazine”

· monocle “A premium media brand with magazine, web, broadcast and retail divisions. Focusing on global affairs, business, culture and design, Monocle’s mission is to keep an eye on the world”

· san francisco panorama Issue 33 of McSweeney’s Quarterly was “Sunday-edition sized newspaper” that was “basically an attempt to demonstrate all the great things print journalism can (still) do”

· sf public press “A startup nonprofit news organization that aims to do for print and Web journalism what public broadcasting has done for radio and television”

· the bold italic “The Bold Italic is your launch pad for local exploration. We equip you with the rare intel and unique experiences that define San Francisco”

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three possible futures in design

It is my hope that news(print) not only helps me earn my Master of Fine Arts, but also positions me for a future in graphic design. I’ve identified three potential career paths that would allow me to do what I love — communication and problem solving through print and digital media — and eventually live closer to my Chicago-based family.

possible futures

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graphic designer at a chicago-based firmThus far, my thesis has been an exercise in problem solving. While I’m certainly not above being frustrated by this challenge, I can honestly say I enjoy the process of finding and communicating solutions. I’d be very happy working at a design firm that specializes in problem solving, such as Firebelly Design or Arlo in Chicago. Both have inspiring mission statements and strong commitments to print and digital design. My thesis topic and the resulting deliverables will make me a good job candidate at either location, as they will display my skills, passion for communication and propensity for innovation. Furthermore, working at a Chicago-based design firm will help me solve a problem of my own: how to do what I love while living closer to family.

graphic or page designer at a monthly magazineMagazines have long been a source of inspiration for me. Their pages contain illustrations that can stand alone as well as artful combinations of words and images that can tell stories. I would be honored to work at such a publication after graduation, especially Wired or Real Simple, and my thesis would help me land such a job. The deliverables will showcase my ability to design in both print and digital formats and make me a desirable hire. More importantly, my thesis topic is directly applicable to magazine publishing. It will share my investment in the industry’s future and illustrate my willingness to be flexible and innovative.

print journalism consultant or educatorMy favorite part of my job was training and mentoring new designers. Similarly, my favorite part of any class at AAU is critique. I enjoy the process of discussion — asking questions, brainstorming ideas, imparting wisdom — and I’d love to do it for a living as an educator or consultant for print journalists and designers. My thesis would prime me for such a position. For example, the blog and Twitter account will help me gain a network of followers and establish myself as an authority in print journalism circles.

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When she was a little girl, there were only two things that Holly Leach wanted to grow up to become: an Impressionist painter and a Pulitzer Prize-winning author.

As she matured, so did her goals: She parlayed her love for writing into a job on her school newspaper. In her two years as editor-in-chief, she turned The North Star into one of the top high school newspa-pers in Wisconsin.

Leach continued her journalistic quest at the esteemed University of Missouri-Columbia. It was in her first news design class that she realized her passions — words, art and news — were not mutually exclusive. She resolved to make a living in a profession that embraced all three and graduated in 2007 with her Bachelor of Journalism, News Editorial, with an emphasis in copy editing and design.

After graduation she moved to Columbus, Georgia, where she worked as a Dow Jones Newspaper Fund copy editing intern. The Columbus Ledger-Enquirer hired her immediately afterwards; within months she was promoted to Lead News Designer.

In 2009, Leach chose to pursue her Master of Fine Arts in Graphic Design at Academy of Art University. She completed her first semester from Georgia as an online student, balancing the course load with her full-time job. She moved to San Francisco in 2010 to complete her degree on campus as a full-time student, and is on track to graduate in 2013.

biography

biography

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news(print) © 2011

Written and designed by Holly Leach. Photography by Ledger-Enquirer videographer Joe Paull and photographers kind enough to share their work on the World Wide Web. Copy edited by Teresa F. Leach.

A fall semester 2011 Thesis Development book with Phil Hamlett at Academy of Art University in San Francisco, California.

Published at 2151 Mason Street, San Francisco, California, 94133. Printed on French Paper’s 70-pound construction paper and with an Epson 3880 printer. The typefaces used were Chaparral Pro and Myriad Pro.