Mar. 6th, 2012

Industry’s bacon saved by bacon. (Not Kevin.)

If you’re a newspaper, by now you’ve recognized that the paper news format has been fully overthrown by the force of digital media, and is lying helpless on the floor in a puddle of defeat. The gut reaction to this humiliating coup d’etat would be to curl up and weep while listening to Phil Collins on repeat. But is that what the Guardian is doing? He-ell no.

No. Instead, they decided to give us one of the smartest pieces of work we’ve seen in a while. One that goes a long way toward proving that newspapers aren’t dead at all — they’ve just relocated. And what a rich platform the web makes for discussing timely, controversial issues.

By casting doubt on a centuries-old story we thought we knew, BBH found a captivating, entertaining way to explain the new way to news. While the print ads (below) tell a less interesting story, they’re bold, intriguing, and focus on the conversation (which we’ve always insisted is far more important than the medium).

Yes, paper is dying a slow death. But format, schmormat. There’s not an ounce of doubt that we will always need news, and someone to deliver it to us through an all-seeing, unbiased lens.

Via Adweek.

Post a Comment