At Waterloo station the other day I finally succumbed to curiosity. I found myself staring blankly at a WH Smiths emblazoned with a small red letter “i”. In just one moment, demoralised and waiting for a train, all the hype and advertising culminated for me. It was only 20p, let’s see what all the fuss is about. I lugged my stuff over to the store, handed over my solitary coin and headed for a drink to dissect the nation’s latest news phenomenon.
Or is such a big deal? I sit here with two copies, having purchased a second for the purposes of writing this piece. And from the outside it doesn’t look so extraordinary. Sure I’m familiar with the concept, the image they’re trying to sell. It’s a concise compilation of news and opinion, an intelligent but manageable information snack to be devoured by your busy city type. It ought not to appeal so greatly here in my rural setting, and yet the first two local shops I tried were sold out yesterday. Not just a paper for commuters rushing through London terminals and underground stations then? Perhaps it does have some foundations of longevity; having said that, it could simply be the novelty buy of the moment.
If you’re reading this and saying to yourself “what on earth is i?” I am frankly astounded. I don’t believe you can have avoided the marketing blitz accompanying its release. It adorns the side of London buses, plasters newspaper stands and rules the ad breaks at times. The strap-line at the top of the front page reads: “As seen on TV: Britain’s concise quality paper”. They’re fully aware of the exposure i is getting and I’m guessing the idea is to hook regular readers early. The dirt cheap price will be crucial to the appeal, as will the two key selling points; concise and quality. It’s broadsheet meat in tasty tabloid nuggets.
Essentially it’s a bite-size version of The Independent. The fact that it’s The Independent launching the i does bode well in many respects; The Independent is the newest established national paper in this country. Launched in the eighties it knew how to exploit gaps in the market with price, design, image and politics. Nicknamed the Indy, it used the slogan “It is. Are you?” at its birth in 1986. Such lines show that even back then this was a paper that knew how to bag itself a target market of aspiring intelligent types looking to distinguish themselves from The Guardian or The Times. It would be simultaneously liberal and opinionated, and respected and trusted. In 2003 it took on a tabloid format, which begs the question, why the need for the i?
The clue is in the name. The i is unashamedly jumping onto the Apple bandwagon. We arrive in a new decade, the teenies or whatever follows the noughties, grappling with the coming of the iPad. The iPad seems to herald a new media age in a lot of ways. Countless commentators and reviews argue over its purpose, with many concluding it does not have a particularly functional one. In technology the iPad is halfway between a laptop or netbook and a smartphone or iPod. It fails to do certain things these old staples do so well, whilst also doing some new things no one is quite sure whether we want yet. Most reviews also conclude that the iPad is so much fun, it scarcely matters what it’s for. It’s an inexplicable indulgence, until the content starts to catch up.
But unavoidably the ethos around the iPad is the direction of travel, the way things are going. People want everything they do, everything they consume, to be aesthetically dazzling and finely crafted. They want to look cool when they read the news and they want to feel cool. They want it to be easy but still be well informed afterwards. They want colour and images. The i is the newspaper equivalent of the iPad; it’s well designed and bright and fun, but it hovers in a new uncertain territory between purposes. Is it broadsheet or tabloid? Paper or magazine? Light or heavy news?
At first I was reading the i trying to work out whether it lived up to its brief of “concise quality” sufficiently, and even if it did, whether it was good enough to warrant such a category of publication. I mean can’t even the busiest person simply selectively scan their favourite paper? I was judging each article to decide whether it had the depth of broadsheet and snappy digestibility of tabloid. The selection of topics for articles is certainly suitably intelligent, with nothing too light or smutty about cheap celebrities creeping in. On the snappy front the opening double page has a “news matrix” with summaries of the day’s top stories, so the reader has at least an overview of everything. This does seem surprisingly handy.
In fairness to most of the articles about serious stories, they do an admirable job of cutting right to the point without being patronising or watering the issue down. But unavoidably there is an unsatisfying lack of depth. Everyday there is a fairly substantial opinion piece however, which can’t be accused of cutting corners. Indeed the opinion section of the paper is a good example of successful fusion between manageable and satisfying content. An “opinion matrix” summarises views from other publications, a bold and genuinely informative move in keeping with The Independent tradition, adjacent to an article from one of their writers. I really like that it quotes other papers, and I imagine the average commuter without the time to buy and read a range, does too. There is only the one opinion piece per day though.
This week the content of the i has been somewhat heavy on anti-Murdoch sentiment, what with the ongoing hacking story and the takeover of Sky forever raging, which I found tiresome. It’s of course admirable to expose such stories, under reported in other papers, but it compromises the potential for other news and comment in such a small paper, and also The Independent tradition of staying above the fray (despite an undoubtedly left-wing reputation).
The television schedule is well designed, split as it is into categories with key programmes, and a smaller list with the all junk underneath. Ideal for those that work all day. There’s also a section called “iq” which seems to be dedicated to the likes of style and recipes and again has a good balance between brevity and depth. The arts area of the paper seems somewhat recycled each day, with film and theatre listings and descriptions; no reviews. Not being a businessman I wouldn’t know if the business section was adequate, but it has its own “news matrix” which seems a good, broad introduction to all the main action of the day. The sports pages are really quite short but do touch on all the main issues; football transfer gossip, Six Nations, Andy Murray.
After all this analysis though I remembered how crucial the comparison with the iPad is to understanding the i. Frequently I toy with it in those cavernous Apple stores, knowing full well I haven’t the funds for such an extravagance or even if I would use it at all, should I win the lottery or rob a bank. But every time I go in for a discrete fondle of the touch screen, that indescribable feeling Apple manufactures so well washes over me. That feeling of being at the forefront; the vanguard of technological advancement. As if I’m in an incredibly cool sci-fi film, not my mundane life. That feeling of childish play, somehow fused with the realisation you’ve arrived as an adult with the James Bond gadget to prove your maturity and success. Look at the tech they let me unleash! Behold the luxuries that make up my exciting everyday existence!
Like the iPad, the i is a symbol of a life style choice, a lot more than just a paper. Now it might be the case that your choice of paper has always been a significant indicator of outlook and ambition, but the i is a heightened version, harnessing the 21st century Apple fever. It popularises that choice and makes it available to the masses as a statement of intent. “Look at me, I am intelligent but too busy to stop, I’ve arrived!”
Even if you don’t consciously think this, the colourful design and appeal of the i put it on that similarly luxurious plain to the iPad. It really is well designed, easy to read and pretty to look at on some pages. And why shouldn’t intelligent news be a pleasure to look at? Why does it have to be bunched in dense text and an excruciating eyesore? Especially when you’re jammed in like sardines on the tube. The colour coded pages help you swiftly find what you’re looking for and the multitude of colour photographs let you feel the news, experience the world, rather than simply read about it. Like the touch screen of the iPad, the i feels interactive at times and immersive despite its concision.
One thing that really baffles me is the continually shabby state of The Independent website following the launch of the i. To truly capitalise on the stylish Apple-like aesthetic they’re cultivating with the i, they would lure people to their equally swish website. But for ages The Independent’s website has been the drabbest online newspaper around. Some would simply call it functional, with its white background and lack of trimmings. But a hideous mustardy brown colour is used across the top and the font is squat and awkward to read. It’s a real shame, because it’s so bad it often puts me off delving into the regularly insightful, impressive content, which has real depth that goes beyond the snippets in the prettier i.
I would do well not to push the comparison with the iPad too far. The i lacks the level of interactivity and excitement cutting edge technology like the iPad can provide. It is, at the end of the day, a slimmed down newspaper. But its design and marketing reflect a cultural trend. There’s nothing wrong with what the i is trying to achieve, and it’s admirable in fact to see something try and keep print publications fresh and competitive. The threats of the iPad and the internet could jeopardise journalism and courageous solutions are needed. The i does the right thing by embracing the challenge of our new aesthetically obsessed, Apple stuffed world, rather than denying it. With its colour, cool and seamless advertising spaces and refreshingly un-patronising news, the i has the potential to be more than an early 2011 fad. Crucially, at 20p, you may as well give this stylish “essential daily briefing” a whirl, before properly digesting your preferred daily in the evening.
Two Eds really are better than one
It has been one of those weeks in politics. As well as dull but incredibly important legislative procedure on issues like voting reform and the EMA, there have been the scandalous, newsworthy, headline-grabbing stories which get everyone interested and have the potential to set the tone of debate for the foreseeable future. On Friday the big story was supposed to be the once charismatic, fallen and tainted PM Tony Blair giving evidence for a second time at a historic war inquiry. Instead both of the major parties faced employment crises that sent morale on an undulating, yo-yoing rollercoaster ride.
At the end of that ride it seems Labour, against the odds, have emerged with their heads held high and full of hope. The resignation of David Cameron’s long-term spin doctor Andy Coulson proves them right on a point they’ve been making in Opposition for months. With little policy of their own to use as ammunition against Coalition cuts, Labour have relished the niggling issue of Coulson’s shady past at the News of the World. By finally quitting Coulson has reinforced Labour’s attempts to expose the “new” politics of the coalition as the same old dishonest, elitist governance of old. Coulson may have tried to serve his employer well one last time with the timing of his announcement, shrouded as it was in theory by the gargantuan story of a Labour frontbench reshuffle so soon after the selection of the original line-up. But for the moment at least it’s Labour that are buoyed by events and the Tories feeling somewhat dejected.
Back in October I aired my views on this blog about the announcement of Ed Miliband’s first Shadow Cabinet. To me the appointment of Alan Johnson was a mistake, and far be it from me to blow my own trumpet, but events have proved my initial musings correct. Johnson went from gaffe to gaffe, showing a worrying lack of knowledge for his brief. Labour continually failed to land palpable hits on economic issues, despite a plethora of targets laid bare by Con-Dem cuts. Meanwhile Ed Balls, after a dynamic and impressive leadership campaign, languished largely unnoticed as Shadow Home Secretary. No one seemed to be pro-active enough to take the fight to the Conservatives on damaging policies in a noticeable way. Balls’ wife, Yvette Cooper, also wasted away shadowing the foreign office brief, despite widespread backing in the party and the potential for public support. The only Labour frontbencher scoring economic points was Shadow Business Secretary John Denham, and even he has left glaring gaps in his arguments and been error prone.
Alan Johnson’s sudden resignation due to personal issues so soon into his new, vital job may be a blessing in disguise for Labour and everyone wishing to see credible Opposition to Coalition cuts. Despite the mistakes, Johnson has once again proved in his short tenure his capacity to be likeable and approachable to ordinary voters. The revelation that it was in fact his wife having an affair, not him, ensures the prospect of return to the Labour frontbench in a smaller, popular role in the future. With Johnson’s static, timid fiscal presence brushed aside though, Labour can at last forge a bold new and distinctive direction on all things economic.
I praised Ed Balls during his leadership campaign for going a long way to reshape his bullyboy image. More than any other candidate, Balls looked as if he’d give Labour a truly individual position on policy. Continually described as Labour’s “attack dog” Balls will now have much greater freedom to bite at the heels of the Coalition. As Shadow Chancellor he’ll have to respond to hot, topical issues like tuition fees and bankers’ bonuses; fresh and emotive in the public consciousness. He’ll also have to start winning the argument on growth and investment vs. spending cuts.
Already though he has shown signs of defending Labour’s past record more effectively, explaining his decision to now back the plan he once opposed to halve the deficit within four years, by citing better figures driven by Labour’s spending whilst in government. He’s also been wise to already criticise the government, not for risking a double-dip recession, which looks unlikely, but for wasting an opportunity for greater growth and wider prosperity because of ideological decisions. And growth, Balls will emphasise, is the swiftest, most sustainable route to deficit reduction.
There are still those warning against the potential problems of two Eds at the top though. The primary fear is a return to the Blair-Brown standoff that came to define and overshadow New Labour. This concern adds the extra interest of a helping of recent political history to the mix of this story. Will Labour repeat past mistakes, despite Miliband’s proclamation of a new generation? Even if the new team propels Labour back to government, the same old potentially lethal questions will hang ominously over the partnership between the leader and the treasury.
However I think the doubters are at the very least premature to suspect Balls of wanting to derail Miliband’s revival of the party. Despite the fact he ran for leader, it’s no secret that the job Balls has always wanted is Chancellor. Finally in a position to seize his goal, he is unlikely to turn his fire on his own party. Much more likely is that Balls will electrify the chamber, as one Labour source believes he will, and unleash an avalanche of devastating balls of criticism at the government. He’ll add much needed guts and yes, “Balls”, to Labour’s Opposition. He’s already proved his aptitude for Opposition politics during his leadership campaign.
Balls’ wife will also have greater opportunity to play a key role, replacing her husband as Shadow Home Secretary. She’ll no doubt start picking apart government policing plans. But once again Ed Miliband showed a disappointing lack of courage with his emergency reshuffle. Already he’s failed to take climate change seriously or offer serious backing to voting reform or a graduate tax. And by handing Balls Johnson’s old job, not his wife, he once again missed an opportunity to make his generation truly a new one.
Failing with his initial selection of a cabinet though meant he simply had to give the role to Balls. Who will, I believe, do a genuinely excellent job and accelerate Labour’s journey back to power. The two Eds plan to have adjacent offices and the fears of a Blair-Brown fallout seem unfounded to me. Nevertheless they will not disappear and had Miliband boldly plumped for the equally qualified Cooper, he would have avoided the shadow of New Labour he is so desperate to escape.
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