Search Results for: advertising

How Apple’s Transcendent Chihuahua Killed the Revolution

Wreckage of the Zeppelin LZ4 after the crash in Echterdingen. Photo: Wikipedia Commons

Ian Bogost | from The Geek’s Chihuahua | University of Minnesota Press | April 2015 | 22 minutes (5,539 words)

 

The following is an excerpt from Ian Bogost’s book The Geek’s Chihuahua, which addresses “the modern love affair of ‘living with Apple’ during the height of the company’s market influence and technology dominance,” and how smartphones created a phenomenon of “hyperemployment.”

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Think back to 2007, when you got the first iPhone. (You did get one, didn’t you? Of course you did.) You don’t need me to remind you that it was a shiny object of impressive design, slick in hand and light in pocket. Its screen was bright and its many animations produced endless, silent “oohs” even as they became quickly familiar. Accelerometer-triggered rotations, cell tower triangulations (the first model didn’t have GPS yet), and seamless cellular/WiFi data transitions invoked strong levels of welcome magic. These were all novelties once, and not that long ago.

What you probably don’t remember: that first iPhone was also terrible. Practically unusable, really, for the ordinary barrage of phone calls, text messages, mobile email, and web browsing that earlier smartphones had made portable. And not for the reasons we feared before getting our hands on one—typing without tactile feedback wasn’t as hard to get used to as BlackBerry and Treo road warriors had feared, even if it still required a deliberate transition from t9 or mini-keyboard devices—but rather because the device software was pushing the limits of what affordable hardware could handle at the time.

Applications loaded incredibly slowly. Pulling up a number or composing an email by contact name was best begun before ordering a latte or watering a urinal to account for the ensuing delay. Cellular telephone reception was far inferior to other devices available at the time, and regaining a lost signal frequently required an antenna or power cycle. Wireless data reception was poor and slow, and the device’s ability to handle passing in and out of what coverage it might find was limited. Tasks interrupted by coverage losses, such as email sends in progress, frequently failed completely.

The software was barebones. There was no App Store in those early days, making the iPhone’s operating system a self-contained affair, a ladleful of Apple-apportioned software gruel, the same for everyone. That it worked at all was a miracle, but our expectations had been set high by decades of complex, adept desktop software. By comparison, the iPhone’s apps were barebones. The Mail application, for example, borrowed none of its desktop cousin’s elegant color-coded, threaded summary view but instead demanded inexplicable click-touches back and forward from folder to folder, mailbox to mailbox. Read more…

Podcasting and the Selling of Public Radio

Longreads Pick

Public radio, podcasting, and advertising on the free market.

Source: The Awl
Published: May 12, 2015
Length: 9 minutes (2,266 words)

A Brief History of AOL

Photo by redux, Flickr

A short reading list on the many lives of AOL, which will be acquired by Verizon for $4.4 billion. Fifteen years ago, AOL acquired Time Warner for $165 billion.  Read more…

Buried Alive in a Grain Silo

Illustration by: Kjell Reigstad

Erika Hayasaki | December 2014 | 2,554 words (10 minutes)

 

Four years ago, Erika Hayasaki learned about the death of two young men in a corn grain bin accident in the Midwest. Over the next two years, while pregnant and later with her then-six-month-year-old daughter and husband in tow, she left her life in Los Angeles to visit Mount Carroll, Illinois, population 1,700, to capture the story. Her interest, however, wasn’t so much in rehashing the deaths of the two young men, but in telling the story of the survivor, Will Piper, who nearly died trying to save his friends from the deadly pull of the grain bin, and whose life took a surprising turn after the accident. The following is an excerpt from Hayasaki’s story, Drowned By Corn, which describes the lives of the young workers before the accident. Read more…

How Paul Rand Made Companies Care About Design—And Influenced Steve Jobs

NeXT Poster by Paul Rand: Flickr, Graham Smith

It was the success of [Paul] Rand’s corporate communications for IBM in the ‘50s that inspired future businesses, including Steve Jobs’s NeXT, to put design first. When Thomas Watson Jr. took over IBM in 1956, he was struck by how poorly the company handled corporate design. The aesthetic was inconsistent across various platforms–for example, “branches in different regions would use different stationery,” Albrecht says… “Watson Jr. was one of the first to say ‘good design is good business,'” Albrecht says.

Led by design consultant Eliot Noyes, previously of the New York Museum of Modern Art, this program ultimately hired Charles and Ray Eames to do IBM’s exhibitions and books, architect Errol Saarinen to design buildings, and Paul Rand to design new logo and graphics. “Rand made everyone use his logo and branding,” Albrecht says. At the time, this sort of visually cohesive communication across all platforms of a brand was just gaining traction as a business strategy.

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In the ’80s, the power of IBM’s visual communications program inspired Steve Jobs, a longtime admirer of Rand’s work, to hire Rand as a designer for NeXT, his educational computer company. “Rand was the first and only designer Jobs looked to,” Albrecht says. One reason for Rand’s success with clients, aside from the sheer beauty of his visual work, was that he was “one of the guys,” Albrecht says. “He wasn’t coming into boardrooms acting like an artiste. He was very down-to-Earth, and fit into this Brooklyn boys’ world of corporate advertising in New York.”

“In a way, what Apple does today with design is what IBM was doing in ‘50s,” Albrecht says. “It was about simplification and cohesiveness across all platforms of the brand–products, ads, stores. These are all ideas in the modern vein that came about with Rand’s work with IBM. It set a precedent.”

Carey Dunne, writing for Fast Co.Design about how the legendary graphic designer Paul Rand pioneered the era of design-led business. Rand created some of the most iconic American corporate logos, many of which are still in use today. László Moholy-Nagy described him as “an idealist and a realist,” fluent in both “the language of the poet and the businessman.” There is currently an exhibit of Rand’s work at the Museum of the City of New York, and Dunne spoke with Donald Albrecht, the exhibit’s curator for her piece. As a side note, Rand’s seminal—and famously hard to find—book Thoughts on Design is back in print for the first time since the 1970’s.

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Raymond Chandler on the Oscar Voting Process, Circa 1948

I am also intrigued by the voting. It was formerly done by all the members of all the various guilds, including the extras and bit players. Then it was realized that this gave too much voting power to rather unimportant groups, so the voting on various classes of awards was restricted to the guilds which were presumed to have some critical intelligence on the subject. Evidently this did not work either, and the next change was to have the nominating done by the specialist guilds, and the voting only by members of the Academy of Motion Picture Arts and Sciences.

It doesn’t really seem to make much difference how the voting is done. The quality of the work is still only recognized in the context of success. A superb job in a flop picture would get you nothing, a routine job in a winner will be voted in. It is against this background of success-worship that the voting is done, with the incidental music supplied by a stream of advertising in the trade papers (which even intelligent people read in Hollywood) designed to put all other pictures than those advertised out of your head at balloting time. The psychological effect is very great on minds conditioned to thinking of merit solely in terms of box office and ballyhoo. The members of the Academy live in this atmosphere, and they are enormously suggestible people, as are all workers in Hollywood. If they are contracted to studios, they are made to feel that it is a matter of group patriotism to vote for the products of their own lot. They are informally advised not to waste their votes, not to plump for something that can’t win, especially something made on another lot.

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The governing board of the Academy is at great pains to protect the honesty and the secrecy of the voting. It is done by anonymous numbered ballots, and the ballots are sent, not to any agency of the motion picture industry, but to a well-known firm of public accountants. The results, in sealed envelopes, are borne by an emissary of the firm right onto the stage of the theater where the Awards be made, and there for the first time, one at a time, they are made known. Surely precaution would go no further. No one could possibly have known in advance any of these results, not even in Hollywood where every agent learns the closely guarded secrets of the studios with no apparent trouble. If there are secrets in Hollywood, which I sometimes doubt, this voting ought to be one of them.

Raymond Chandler, writing in The Atlantic. His critique of the Academy Awards appeared in the magazine’s March 1948 issue. This wasn’t Chandler’s only Hollywood essay for The Atlantic; he wrote about tinseltown scribes in November 1945.

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Friendship Is Complicated

Illustration by Pat Barrett

Maria Bustillos | Longreads | January 2015 | 15 minutes (3,706 words)

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Budd & Leni

Photos via Wikimedia Commons

Bruce Handy | Tin House | March 2013 | 26 minutes (6,452 words)

 

They were fleeting and unlikely collaborators, for lack of a better word. He was a son of Jewish Hollywood royalty, she a Nazi fellow traveler and propagandist, though they had a few things in common, too: both were talented filmmakers, both produced enduring work, and both would spend the second halves of their lives explaining or denying past moral compromises. Which isn’t to say the debits on their ledgers were equal—far from it. Read more…

For the Public Good: The Shameful History of Forced Sterilization in the U.S.

Belle Boggs | The New New South | August 2013 | 62 minutes (15,377 words)

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We’re proud to present, for the first time online, “For the Public Good,” Belle Boggs‘s story for The New New South about the shocking history of forced sterilizations that occurred in the United States, and the story of victims in North Carolina, with original video by Olympia Stone.

As Boggs explained to us last year: 

“Last summer I met Willis Lynch, a man who was sterilized by the state of North Carolina more than 65 years earlier, when he was only 14 years old and living in an institution for delinquent children. Willis was one of 7,600 victims of North Carolina’s eugenics program, and one of the more outspoken and persistent advocates for compensation.

“At the time I was struggling with my own inability to conceive, and the debate within my state—how much is the ability to have children worth?—was something I thought about a lot. It’s hard to quantify, the value of people who don’t exist. It gets even more complicated when you factor in public discomfort over a shameful past, and a present-day political climate that marginalizes the poor.”

Thanks to Boggs and The New New South for sharing this story with the Longreads Community, and thanks to Longreads Members for your helping us bring these stories to you. Join us.

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‘They Taught Us How To Party, Marlboro Style’

The animation student felt a thrill as he entered the hotel. It grew when, as soon as he unlocked his luxurious room, he caught sight of a not-entirely-unexpected gift—a hamper of complimentary cigarettes and Zippo lighters. His excitement increased further over the next couple of days, filled with seminars and celebrations, and culminating in a party that he described, years later, as “a slice of real-life American Pie.”

“We started off with the bartending competition, and the alcohol was on the house, so all of us started drinking right then,” he told me. “By the time the party ‘started,’ most of us were either halfway drunk or completely drunk.” That was just the beginning. “They”—his hosts—“were going around with bottles of Chivas Regal, picking people up and literally choking them with alcohol.”

That evening, the Parkland Retreat’s plush banquet hall was the venue for a party themed “Gold, White and Black,” and was full of standees and banners adorned with the familiar logo of Marlboro cigarettes, of which the varieties sold in India include Marlboro Golds, Whites and Blacks. “They taught us how to party,” the student said, “Marlboro style.”

The event was a rite of passage for the student and his fellows, who had signed on to be “Marlboro Gold Connectors.” It was all part of a brand ambassador programme launched in 2009 by Philip Morris India, a wholesale trading company and a subsidiary of the global tobacco firm Philip Morris, which works on “fostering and promoting the sale of Marlboro cigarettes in India.” From 2009 until the programme was officially halted this June, the company hired “influencers” between the ages of roughly 18 and 25 to serve as “connectors” for Marlboro. Simply put, they were paid to promote Marlboro’s Gold and Red cigarettes among their friends and peers.

Nikita Saxena, writing for The Caravan, about how Philip Morris India skirted the country’s restrictions on tobacco advertising by enlisting “brand ambassadors.”

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Photo: Wikimedia Commons