[Samples of the redesigned pages.]
By Ron Reason
University of Montana School of Journalism
Spring 2015 T. Anthony Pollner Distinguished Professor
WELCOME TO THE LANDING PAGE for “J494: Critical Thinking About Design and Disruption,” The Spring 2015 Pollner Seminar I taught at the University of Montana School of Journalism. In a nut shell, this course covers innovation, experimentation, transformation and upheaval rocking the news media today, across all platforms.
Here I post summaries of the focus of each week of class, with links to relevant blog entries, assignments, required reading, outcomes and more. (Related: How I developed this course, and its intentions. Basically, it’s a leadership and management course, disguised as a design course, which I proposed to prepare grads to navigate and lead in the disruptive workforce they are entering. Here’s some background on the generous Pollner family endowment that funds two professorships at UM each year.)
PLEASE NOTE: In addition to assignments and readings I required or suggested, the syllabus below has been amended to include numerous articles suggested by students. Look for entries in bold and blue, below, with credit to the student who posted the item to our private class Facebook page.
TOPICS, ASSIGNMENTS and RESULTS, WEEK BY WEEK
Week One, Jan. 27-29, 2015: What’s Design? What’s disruption?
Let’s discuss in detail what we mean by design (it’s not just visual – we design products, organizations, leadership techniques, marketing campaigns, and more) and disruption (it’s not just contraction or death – think startups, reinventions, redesigns, partnerships, innovation and experimentation). Read the full post »
New York Times Executive Editor Dean Baquet spent Thursday, April 16, 2015 speaking with the School of Journalism at the University of Montana and the Missoula community. Following are statements from his appearances before classes, including “J494: Critical Thinking About Design and Disruption,” and videos from a lecture to the public on creating quality journalism in a digital world. Please note that responses to questions from classes are paraphrased except where quotation marks are specifically used.
Manhattan meets Montana: With great help from Times staff, we have a front row seat to study news media innovation, leadership, risk and hope
By Ron Reason
Several months of discussing innovation and change at The New York Times culminates this Thursday for our class, “Critical Thinking About Design and Disruption,” when Times Executive Editor Dean Baquet comes to campus as part of Dean Stone Week. He’ll spend an hour in our classroom, and others at the University of Montana School of Journalism, and later present a lecture to the public, “Quality Journalism in the Digital Age: Challenges and Opportunities.”
Baquet’s visit comes in the wake of months of intense change at the Times, and a huge media spotlight on the evolving yet challenged brand, its people and their work – a lucky break for students getting an up-close-and personal look at issues shaping the industry, and their future, partly thanks to a variety of Times staffers helping us out. Here are ways we’ve been taking a deep dive into the Times, in preparation for Baquet’s time here this week:
- Push to mobile: We’ve contrasted Times Public Editor Margaret Sullivan’s recent missive on “the curious (and vital) power of print,” where she notes that more than 70% of NYT revenue comes from that platform, with her followup last Friday, offering “a darker narrative” by Clay Shirkey. Their exchange follows lots of attention in the last few weeks on the Times’ push toward a predominantly mobile future, including plans revealed today for a new NYT Now app. Currently, 50 percent of the brand’s digital traffic comes from mobile, and that’s expected to top 75% within a few years. Our class has downloaded Times apps, including NYT Now, and is discussing their advertising ramifications, user interfaces, and integration with social media and other brands. (Among our required reading: “Times CIO Marc Frons: What we are doing to make the Times mobile-first,” via The Enterprisers Project, and “NYTimes shifting resources from ‘every division’ to mobile,” via Advertising Age. Today’s Times press release on changes to its mobile portfolio, including plans for the Apple Watch.)
Hebdo, Abramson, innovation, diversity, mobile, Magazine, multimedia: Studying up on an esteemed visitor, his company
In advance of this Thursday’s visit to the University of Montana School of Journalism by Dean Baquet, Executive Editor of The New York Times, students in a variety of classes including J494: The Pollner Seminar, Critical Thinking About Design and Disruption have been studying up on the institution, its innovations, and the man, who will spend an hour with our class and give a public lecture later that night. Following is a curated list of articles and links, including many assigned to J494, for anyone wanting to learn more in advance of his visit to campus. (Related, from this blog: “4 big ways the NYTimes is helping us teach design and disruption.”)
ABOUT or BY DEAN BAQUET
Dean Baquet bio with links to his Times columns and articles (NYTimes)
Baquet assumes editorship after departure of Jill Abramson (NYTimes, David Carr)
On Abramson, race, surviving cancer, and ‘TMZ envy’ (Daily Beast, Lloyd Grove)
Meet Dean Baquet, the Times’ first black boss (New York magazine, Joe Coscarelli)
“One of the most famous quotes in political journalism came from his reporting”: 10 facts about Baquet (Politico, Lucy McCalmont)
Baquet: Media failed after 9/11, hopes next Snowden comes to them (Huffington Post, Michael Calderone)
Dean Baquet calls critic of Times’ Hebdo decision an ‘asshole’ (Politico, Dylan Byers)
‘We were arrogant,’ Baquet says of Hebdo decision (Spiegel, Isabell Hülsen and Holger Stark)
Turbulence at the Times (Politico longform from 2013)
Baquet gives tour of private office, says he checks Facebook 15 times a day (Hollywood Reporter)
[The relaunch issue cover, and a Special Report opener inside.]
What prompted you to suggest doing art classes for Crain’s Detroit Business? How did the redesign factor in to this idea?
“Everybody on my art team (marketing, sales and editorial) has a very different set of skills. That said, people are working differently, creating files differently, and sharing is difficult. Not to mention the hell that comes on when someone goes on vacation and we have to fill a gap. When I was promoted to Art Director, I took time to consider everyone’s strengths and realized we have a lot of talent and specific skills on this team. Marketing could benefit from some of editorial’s layout and typography skill. Editorial could be more aesthetically pleasing with some additional art techniques and understanding. Read the full post »
Early word last week on the redesign/reinvention of The New York Times Magazine gave a good indication this wouldn’t be just a cosmetic exercise, a shuffling around of fonts with a few new editorial features. Instantly I suspected this would offer great lessons for the coming week for my class, “Critical Thinking About Design and Disruption,” at the University of Montana School of Journalism. (With NYT Editor Dean Baquet coming to speak to us April 16, and channels like The Upshot garnering great buzz for innovation and audience development, the Times is big on our radar this semester in Big Sky country.)
Highly appealing new type, color and navigation systems. But wait, there’s more! Smarter segmenting of stories, vastly improved conversational headlines, a tone of inspiring and mentoring readers, and stories that look forward rather than back.
One of the best things about taking a break from consulting to teach this semester at the University of Montana is that a number of recent clients are launching redesigns I can share immediately with my class, “Critical Thinking About Design and Disruption.” This week, we’re taking a deep dive into Champion, the quarterly glossy magazine of the NCAA, who brought me to their HQ in Indianapolis last year to help guide them through the strategy and mission of redesign and change management. Their fine work goes public just this month.
I occasionally do this sort of “limited” consulting where I’m tasked with bringing an internal group together, analyzing strengths and shortcomings of current approaches, and targeting specific values worth rethinking to push the magazine, organization, and/or brand forward. We look at editing strategies and voice, design tools, planning, internal communications, staff structure, and lots more “behind the scenes” stuff that can make or break a redesign. (The tough work of the actual redesign would later fall to the able hands of Creative Director Arnel Reynon, whose work I had admired for a few years.)
Champion had many strengths, including excellent design and photography on its covers and cover story spreads inside, so it wasn’t something that needed to be blown up by any stretch. But when the project leader, Editor Amy Wimmer Schwarb, said they were pondering expanding the appeal of the magazine a bit beyond the NCAA membership, reaching out to more student athletes and fans of sports journalism in general, I agreed to help them think it through. I tasked them to consider how their story packaging, navigation and labeling, graphics, headlines, and even writing might be updated to appeal to both traditional and new readers alike.
What better way to teach “design and disruption” to my students than by showing and dissecting the physical evidence of change, happening right now in the industry?
Last Thursday, everyone in class got an older issue of Champion, pre-redesign, and I assigned them to analyze what worked and what might have fallen short in the old format. (And I ask the same of my class as I do of my clients: It’s not enough to respond with “I don’t know why, I just like it,” or “this doesn’t work for me” – articulate for me why the reader, the story, or the brand wins or suffers by what they see in the design or editing.) Then, this Tuesday, I gave them copies of the revamped Winter 2015 issue of Champion, hot off the press. Instantly, they said they were struck by the many improvements, as am I. Let’s walk through some of them.
1) Headlines with a stronger, more conversational voice.
It’s an almost universal criticism I offer up to publications I’m working with lately: your headlines are too often flat, they seem like a press release, they could be more compelling. Champion’s headlines weren’t terrible, or inaccurate, but sometimes they didn’t exactly inspire the reader to come on in. When I worked with the staff, we dove into the content and talked through specific ways to make the magazine seem less like it was talking at the reader and more like it was talking with them.
I love their solution: let’s not only write the headlines in a more compelling way, but display them as such. Shown here are two examples, at the bottom of each page reversed in blue:
Editors or publishers who bring me in for a design critique, or strategic tune-up, are surprised at how much of an emphasis I put on the writing of headlines. I tell them, reading weak headlines is like walking into a party and having the most dull person there greet you and start talking. I can’t wait to move on to something else. It’s one of the most important things we can work on in redesigning and rethinking a magazine. Read the full post »