The Power of Print: “In Your Face” Cover Forces You to Stop TIME and TIME AgainJuly 29, 2010
In this “all things digital” age, one have the tendency to forget how powerful print can be if it is used to deliver what it is supposed to deliver: powerful, relevant, necessary and sufficient information. Be it pictures or copy, the lasting impact of a cover image, staring you in the face, on the newsstands, in your mailbox, or on your coffee table, will never be matched with a digital image on a platform that “now you see it, now you don’t.”
Case in point, the cover of TIME magazine this week. In the words of TIME’s managing editor Richard Stengel, “Our cover image this week is powerful, shocking and disturbing. It is a portrait of Aisha, a shy 18-year-old Afghan woman who was sentenced by a Taliban commander to have her nose and ears cut off for fleeing her abusive in-laws.”
Print in general, and magazines in particular are much more than content providers. If created for the purpose they were invented, to be experience makers rather just mere content providers. Readers and customers will not feel the need or the urge to go to other sources to engage in a “powerful, shocking” and even “disturbing” experience. A job well done in print is an experience of a frozen moment in time that you can relive time and time again.
Of course, you don’t have to take my word for it. Pick up a copy of this week’s issue of TIME magazine and let your own experience begins. Trust me, it will be relevant, powerful, and yes, sometimes disturbing, but above all it will create an addictiveness that will leave you asking for more.