Comments on: Can the iPad bring back print advertising?

By: edward boches

edward boches — Wed, 10 Mar 2010 18:54:25 +0000

James:
Agree. Was not meant to be taken literally. Thought that was clear. Idea is that if magazines can now survive do to a platform that allows for them to once again regain “coherence and majesty” as Chris Anderson says, then the environment will once again restore what used to be “print” ads, but of course in the new digital format made possible not only by the iPad, but by our imaginations.

By: james kim

james kim — Wed, 10 Mar 2010 18:46:58 +0000

i certainly hope not. i do hope that it continues to whet our appetites for more visually engaging and arresting content. i hope that marketers use the platform to think of new ways of earning the attention of their audience – whatever that may entail. if our audience likes looking at 8×10 transparencies, then creating ways for our audience to have access to uber-quality imagery, courtesy of a brand, makes more sense to me then a return of the print ad.

By: edward boches

edward boches — Thu, 04 Mar 2010 01:51:55 +0000

Harrison,
Check this out, from Penguin Books: http://thepenguinblog.typepad.com/the_penguin_blog/2010/03/keep-doing-what-youve-always-done-and-youll-get-what-youve-always-got.html I think it’s the most basic example of what’s about to come.

These days anything I can think of I can find an app for. Need a remote control? A bicycle light? A tape recorder? It’s there. And that’s basic stuff. Imagine what a brand can do to inform, entertain, interact, share, and connect with a reader(s). Possibilities are endless, from digital magic to long copy and narratives. Should be fun.

By: Harrison Bailey

Harrison Bailey — Wed, 03 Mar 2010 23:44:52 +0000

The fact that the iPad brings to the marketplace an entirely new format offers great potential for successful digitalized print advertising, as you mentioned. However, this potential success hinges on an increased level of consumer interaction with the advertising itself. It’s not, after all, that consumers don’t want the information that publications offer or that they don’t want the products that advertisers sell. Rather, I believe that the consumer is merely bored with the format – it’s dated. In the future, I’m curious as to how developers could work on making ads more interactive using the iPad. You touched on the interactive concept a bit when you mentioned how consumers could possibly upload pictures and try on outfits and even progressed it a step further when you applied that concept to social media. As the world finally catches up with the speed of technology, as people become more connected, as cities become more populated, we will depend more and more heavily on this style of thinking to not only design a better physical world but also a better digital system for functioning within the urban landscape.

Harrison Bailey
Sophomore
Design & Management
Parsons/New School

By: Peter Pappas

Peter Pappas — Tue, 02 Mar 2010 14:54:06 +0000

Thanks Edward – smart and insightful as always.

By: Stuart Foster

Stuart Foster — Tue, 02 Mar 2010 01:06:36 +0000

Adam actually wrote his thoughts here:

http://thelostjacket.com/branding/mammas-ipad
.-= Stuart Foster´s last blog ..Your Mama’s so Old, She Uses an iPad =-.

By: Noel Wiggins

Noel Wiggins — Mon, 01 Mar 2010 14:06:36 +0000

I admit I an one of those that was disappointed when the ipad came out my notions of what I thought it would be was different than what was published.

But I now have to admit that I am becoming more and more open to the idea, (But wait) the video claimed that the adobe air app was making such and such possible, the ipad doesn’t support flash though. Right?…

–

Thanks and Regards

Noel for Nopun.com
a graphic design studio

By: edward boches

edward boches — Mon, 01 Mar 2010 13:02:41 +0000

I think we’ll see all kinds of examples. The equivalent of iPhone apps that appear in place of ad space; magnificent images that can grab attention,but then give way to multiple images and deeper content at the reader’s will; website-like experiences of the kind that a Big Spaceship or Firstborn do so well. Or as Pentagram says, something entirely new, a modern commercial/digital art if you will.

By: Bruce DeBoer

Bruce DeBoer — Mon, 01 Mar 2010 05:09:02 +0000

I sincerely hope you’re on target. I believe you are too and even if this release doesn’t do it, one in the future will. The ideas you list won’t die; it’s time to evolve.

As a photographer, it’s like returning to the 8×10 transparency. Edward, surely you recall reviewing transparencies from a photographer’s portfolio – well – here we go again back to the future.
.-= Bruce DeBoer´s last blog ..Pespi Refresh: good cause but what’s missing? =-.

By: Blair Shapiro

Blair Shapiro — Mon, 01 Mar 2010 03:40:33 +0000

We’re right, they don’t have a choice…or do they? Just saw this and thought you’d find it interesting, if not a bit pathetic. As ad guys, I think this is gonna be one tough sell:

Mags To Their Digital Units: Drop Dead | paidContent http://ow.ly/1cyhH