The painful reality is that we still live in a print-under-glass world, struggling to produce content that leverages our powerful phones and tablets. I was explaining this to a publisher recently and the phrase “escape velocity” came to mind.
In simple terms, escape velocity is what’s required for an object to break free from another object’s gravitational pull. For example, a rocket being launched from earth or, in this case, a publisher trying to create content that’s more deeply engaging than simply putting the print edition on a digital screen. In the latter case, everything from significant print revenues to industry indifference represent the gravitational pull that needs to be escaped.
The latest example proving we’re still in the print-under-glass era is a terrific Businessweek article called What is code? The fact that rich and engaging pieces like this draw so much attention and are so few and far between proves we’re still only in the early innings of digital content innovation and evolution.
If you haven’t read the article I highly recommend you take the time and carefully go through it. If you’re not a programmer you’ll learn a lot. But even if you’re a coding master you’ll still learn a thing or two, including how content will eventually take baby steps away from today’s print-under-glass approach.
Here are the most takeaways I got from this Businessweek article:
If you read to the end you’ll discover another feature that combines something useful with yet another gimmick, which is unfortunate.
I applaud Businessweek and author Paul Ford for helping show the possibilities of a post-print-under-glass world. Here’s to hoping escape velocity is just around the corner and soon this sort of content will be considered standard, not edgy.