I like to read magazines. There are a couple I actually have subscriptions to, The New Yorker and Oprah, and participate in the lively trade from friends' recycling bins of many others. Mostly fashion and gossip rags, but I'm not turning down Harper's or Rolling Stone when I find it.
They all have fallen prey to the fold out page, and it drives me insane. I hate the fold out. I don't know if it's supposed to inspire a sub-conscience thrill, the sense memory of the naughty centerfold pictorial, but all it makes me think is "I don't have enough room to fold this stupid page out!" Usually I choose to read a magazine in a tight space. On a plane, curled up in bed, perhaps sitting in a waiting room somewhere, but never, ever at a table or desk where I could feel free to spread out. If I had that much room to spare, I'd be doing something else besides wasting time reading a magazine. I have just enough room to open the magazine, and that it. It's probably even pushing it for the larger fashion tomes.
At first, I'd always try and unfold it a bit, in case I was missing anything. Oprah and In Style tended to put splashy layout on those kinds of pages. Mostly it turned out to be an ad. Then it was always an ad. Now I don't even bother.
HEY, PUBLISHERS! ADVERTISERS! I'M NOT LOOKING AT THE ADS! As soon as I feel that slightly thicker, recessed edge, I just hook my nail under and flip, without even giving it a glance.
I don't mind the ads in magazines. I actually do look at them. But I don't want to be inconvenienced to do it. I don't want to play Giant Folding Pieces of Paper. I don't want Physically Clever. Save it for the pictorial or the actual product. It is almost as annoying as the 27 unattached subscription postcards. Yes, I'm looking at you, New Yorker! How hard is it to affix them somehow to the spine?
Are people bored at magazines now that so much of the labor is done on computer? I would have thought that would be more work, not less. Do they sit around trying to come up with clever designs to draw in the reader? I love the idea of that brainstorming session! How about more articles? How about focusing on clean and interesting layout? It's terribly charming that you took Pop Up Book 101 at art school, but do it on your own time, please. Generation Z doesn't even read magazines, so save the bells and whistles for some other medium. Go work on the website or in the cell phone content division. Ads on your cell phone are Wave of the Future (tm), and I'm sure they will love your cutesy paper art over there across the hall.
Labels: kvetching