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.
Javier Hernandez: United’s missing link
Switching on the TV last night after a few days away for a much needed football fix, I was hoping to see a rampant Manchester United. I’d heard about their 5-0 demolition of Birmingham at the weekend and was gutted to have missed it. Like other supporters I was hoping it was the result, or more importantly the performance, that helped the team turn a corner. It’s time the Red Devils hit top gear and started playing irresistible, impressive attacking football again. Time to begin a characteristic surge towards the title.
But being the pessimistic fan that I am my heart sank to see Blackpool 2-0 up. Typical, I thought. It’s probably only fair, given the lacklustre way the team’s been playing, that we lose to a team like Blackpool that’s consistently showed no restraint or lack of effort and ambition in the top league. Once the unbeaten run is punctured the air will hiss out of the lead at the top and the steady, but uninspiring, form will completely crumble.
The way the game eventually ended summed up why I’m a fan of Manchester United. Why I never succumbed to either the methodical success of Chelsea or the dazzling unreliable brilliance of Arsenal. United keep you on your toes but always pull it, stylishly and entertainingly, out of the bag. They’re the comeback kings. Whilst this wasn’t quite in the same league as the 5-3 reversal of Spurs at White Hart Lane some years ago, given Blackpool’s first half dominance and how crucial this result seems to be in the race for the Premiership, it’s undoubtedly momentous and captivating.
And what do we learn from the outcome, apart from the fact that it really does feel as if United have found properly unstoppable form? Well Fergie remains the master tactician, bold enough to remove a redundant Wayne Rooney. Perhaps most importantly, despite the team’s failure to truly ignite as yet this season, the late displays of class in the second half showed that United still have a quality squad. Some criticisms of the side, my own included, have been too strong and premature. That’s not to say there are not grounds for concern but you don’t find yourselves top of the league and unbeaten with a shoddy, unfinished set of players. Giggs and Fletcher showed immense quality for the two equalising goals.
What then is the difference with last season? Many fans will probably feel that by this stage last season Fergie’s men had played better football. And yet this time round they’re unbeaten and in a commanding position, despite looking frequently vulnerable. Part of the turnaround has to be Chelsea’s transformation from invincible to a side that, when attacked, will concede goals and lose games. They too have an ageing squad with gaps and weaknesses, which was disguised and glossed over by both title success and a strong start to this season. Arsenal have improved but not yet to the levels to be pushing past an inconsistent United.
For me and countless commentators and pundits, the difference is little Mexican Javier Hernandez. I was flabbergasted at Fergie’s casual lack of summer investment but his purchase of such a gifted little forward has proved pivotal in numerous games. Not only have his goals turned games, much as Ole Gunnar Solskjaer’s super-sub appearances used to, but the very presence of an in form and scoring striker in the ranks has liberated the other attacking players. Most notably and crucially, Dimitar Berbatov, who reached 19 league goals so far this season last night.
Berbatov has always been world class; few would dispute this. But last season he never properly came to life and when the prolific Rooney disappeared due to injury or suspension, Berbatov would collapse under the burden. This season he knows he has alongside him a fearless Mexican with natural finishing ability and pace to stretch defences. He’s not the only one relied upon for goals and he can even set up his new young teammate, pulling the creative strings. They’ll create space for each other. And when Rooney is misfiring, as he has done all season, United’s march towards trophy glory doesn’t grind to a halt. In fact the pressure paralysing Rooney has liberated his teammates and proved United to be more than a one man show. When Rooney’s senses do reawaken, rival teams have even more reason to be wary of a Hernandez, Berbatov and Rooney trio.
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