Interview with Matthew Cokeley, Art Director of Popular Science…
Popular Science is one of the most interesting magazines translated to the iPad. On the SND Society for News Design website we found an interesting interview by SND Mike Rice with its Art Director Mathew Cokeley.
Silent mode Magazines are a luxury that readers can lose themselves in. Mag+ has fewer distractions than the Web. It allows readers to lean back, away from the browser, and just focus on the bold images and rich storytelling. Reduced complexity increases a reader’s immersion.
Fluid motion Magazines are easy to browse, and Mag+ replicates that with a story-to-story navigation that’s more like a panning camera than a flipping page. As we say, “Flow is the new flip.”
Designed pages Magazines are defined by their carefully conceived layouts that give readers an immediate understanding of the content and why it matters to them, a quality that got lost on magazine Web sites. Mag+ brings design back to digital publishing.
Defined beginning and end Unlike the Web, magazines have a defined storyline and flow from front to back. Mag + returns to the notion that something can be, and wants to be, completed. It’s the end of endlessness.
Issue-based delivery One of the great joys of magazines is that feeling of anticipation when a new one arrives. Mag+ maintains that by delivering full issues at once with all the same content as the print edition, and on the same schedule.
Advertising as content Relevant, attractive advertising is as much a part of the magazine experience as the editorial content, and Bonnier wants Mag+ advertising to include both pin-ups and applications readers can appreciate.
”(…) we don’t love magazines because they’re interactive. We love them because they’re inspiring, surprising, and provocative. They help us in our everyday life. We can read them from the first page to the last and then save them. The problem was we couldn’t deliver that kind of experience to our readers through the web on a computer screen. But on a handheld Multi-Touch screen like iPad, it’s all suddenly possible.” Jonas Bonnier