It had to come.
In what seemed like a Harry Potter déjà vu moment, I read that ‘Entertainment Weekly’ is to include video clips in its printed magazine pages. Apparently wafer-thin video technology has now advanced to the point where mini screens can play around 40 minutes of video to the amazed purchaser. It’s rechargeable too. Fantastic.
Of course, what will really count is what is actually shown on these tiny screens.
Like so many other technological breakthroughs, it offers fabulous opportunities – and it challenges creatives everywhere to fulfil the promise. Because once the novelty has worn off, the content is what matters. From Guttenburg to Goudy, photography to digital imaging, technology has presented us with exciting new ways to present fresh ideas and concepts. But there’s a fine line between conceptual creativity and the crafted delivery. Printing is nothing without the prose, great photography needs genius behind the lens, and image manipulation is not always an end in itself. All these things are channels for the presentation of ideas. Big ideas change things. Big ideas can alter attitudes and behaviours because they resonate with an audience and stimulate emotional, visceral reactions.
So perhaps we shouldn’t confuse craft with creative. Because in my humble opinion, whether it’s delivered via your mobile or a tiny video chip, the idea’s the thing.
Published by Keith
