Master of Magazine Design, on How iPad Will Revolutionize the Discipline

Luke Hayman, the designer behind Time and New York‘s recent redesigns, shares five insights.

New York


Luke Hayman, a partner at Pentagram, is probably one of the top three magazine designers working today, having done the recent redesigns of New York, Time, and Travel+Leisure. In the wake of the iPad reveal, he’s already up with five ways the device will change magazine design. The tastiest, savviest bits:

The end of frequency

Say goodbye to the idea of monthly magazines, or weeklies, or
dailies. Print publications, already under siege by the Internet and
24-hour news cycle, will have to learn to adapt to a world of
instantaneous updates. This is most obvious for news and business
publications, but it’s just as true for fashion, entertainment and
specialized titles.

A reset on advertising

The mean little conventions of online advertising–banner ads, pop
ups, and so forth–aren’t popular with readers, with advertisers, and
certainly not with designers. The iPad’s a new medium that will create
a whole range of opportunities. Once people start exploiting what it
can do, we may see the kind of creative renaissance that will deliver
the next George Lois or Lee Clow. People will start subscribing to certain i-mags just for the ads alone.

A new way of telling stories

Editors have been telling us for years that people won’t read long
stories online. Yet they will read 1,000-page novels on their Kindles.
What will they be willing to read on their iPad? I predict the return
of long-form journalism. At the same time, visual storytelling will
take deeper, richer forms. Information design will be more important
than ever. Something like New York’s Approval Matrix
that we designed back in 2005 with Adam Moss is popular in print but
will really come to life in this format. Some people might subscribe to
it all by itself.

In other words, magazine editors–who’ve been fearing for their jobs lately–haven’t been this excited since they lost their virginity. The question is, can they adjust quick enough to the changes afoot? Who will act quickest, and who will execute best?

[Via Pentagram]


About the author

Cliff was director of product innovation at Fast Company, founding editor of Co.Design, and former design editor at both Fast Company and Wired.