The i: Media revolution or pointless newspaper flop?

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 21^st 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.

Fergie Finally Forced to Roo Missed Opportunities

As a Manchester United fan I refused to believe the tabloid talk of a widening rift between Wayne Rooney and Sir Alex Ferguson. It was the usual overexcited babble, trotted out simply to fill column inches. The sports pages have always brimmed with such gossip and rumour when the decorated, dour Scott decided to take a no nonsense approach to one of his big players. Rarely did such an approach lead to outright irreparable confrontation, and when it did the players had always past their prime or become replaceable. No one was seriously considering Wayne Rooney as a player who has already peaked, a player who could easily be slotted out of the side. When Ferguson had had enough of a player’s ego in the past he ushered them out the door and reinvented his side. Stam was eventually replaced by Ferdinand, Beckham by Ronaldo. When Van Nistelrooy departed Fergie changed the team’s playing style and adapted for the better. This time there was no question of Rooney departing and that being the catalyst for a wave of positive renewal, because Rooney was the one remaining talisman, the fulcrum around which any new generation would grow. Besides just months ago the England striker had pledged his entire playing life to a club he loved, respected and was grateful to. It is impossible to imagine where he would go.

I put all the excited chatter down to his recent personal and footballing woes. Rooney was the type of character who was bound to get agitated when in a bad run of form. He was also, or so I thought, a football puritan who just wanted to play as much as humanly possible. That’s why he was furious with Ferguson for being left out of the side a few times recently after news of his personal life rocked the airwaves. He wanted to play his way out of trouble, smash the doubters and the critics with his genius and endeavour on the pitch. Sir Alex, experienced with such media storms, clearly felt that Rooney would be better off shielded from the harsh glare of scrutiny whenever possible and unleashed to prove his doubters wrong only when fully, 100% fit. The manager was doubtless aware how he has allowed his squad to deteriorate in quality, to the point where Rooney carried United’s title challenge almost single handed last season, and he would be needed again at his best if United were to win back the crown. Sadly Rooney too could feel that burden on his shoulders and was no longer relishing it but allowing it to undermine his brilliance on the pitch.

Nevertheless even as the evidence mounted I would not believe that Rooney wanted to leave until Ferguson confirmed it in a press conference and Rooney followed this with a statement of his own. If there is to be a media battle as to who is blamed more, manager or talisman, it would seem Fergie has already masterfully laid the seeds of manipulation in his favour. Or perhaps the veteran manager was simply being honest and there was nothing calculated at all about his approach to the news. He seemed solemn at the press conference, powerless. The fingerprints of the modern game’s big money, agent culture were all over Rooney’s statement. The fans could make up their own minds.

Having said this Rooney does have some weight behind his argument. There is no doubt that Ferguson has let his team become over reliant on Rooney’s presence. I have been arguing for the last couple of years, and indeed have mentioned in previous pieces, the need for Fergie to invest in the future, a new generation of Red Devils and thus avoid the need for a massive, unrealistic replacement of faded stars like Giggs, Scholes and Ferdinand in one go with high quality, expensive replacements. There are still gaps in the team left by the departure of Ronaldo and even Roy Keane. At times United’s trophy charge last season was a limp and a wheezing carcass was dragged reluctantly towards the finish line by Rooney’s goals. When his form dried up so did the team’s trophy hopes. This summer it seemed inevitable that Fergie would finally reinvest some of Ronaldo’s gargantuan transfer fee. But he let more time pass without acquiring replacements and dumbfounded supporters by missing the chance to sign a bargain like Ozil, who ended up at Madrid. There was no excuse for such a failure. The manager has always insisted that he would not be held to ransom by the market, but here was a proven, emerging young talent at a sensible price. Instead an impulsive £7 million went on Bebe, an untested, youthful player from a low level of football, who judging by his start to life at Old Trafford looks set to go the way of Djemba-Djemba and other Fergie transfer flops.  

Letting Ronaldo go may have been inevitable and a good deal for United, but since his departure the manager has not moved to build a new great side or plug glaring gaps. In the aftermath of Ronaldo’s departure United’s weakness was the lack of a strong midfield spine, which cost them a second consecutive Champions League against Barca in the final. However rather than acquire that solid spine and build a new team for a renewed push for that third European Cup Fergie has allowed his squad to age. Now there is the need to replace Van Der Sar soon, find a new partner for Vidic given Rio’s continued fitness problems and secure long term creators and goal getters going forward. Acquiring all that quality in a hurry will be expensive and impossible given United’s financial constraints these days. Perhaps I am being unfair and in reality Ferguson, like any manager, was keen to go out and get players but was hampered by cautious voices behind the scenes, filtering down from the boardroom and from the Glazers. But in my view United’s diminished financial clout made it all the more important to gradually and sustainably acquire the parts of the next great side. Leaving things so late heaps so much pressure on players who simply don’t have it in them and risks a Liverpool style fall from grace from which the club might not recover.

Ok things might not be THAT drastic. Manchester United remains a massive club, with or without Wayne Rooney. Top, top managers hungry for glory and a place in history and capable of putting their own stamp of success on a team, would be desperate to step in should this crisis prove the beating of Sir Alex. If Rooney were to leave he would bring in a fee similar to that of Ronaldo, if not more. He is certainly worth more to the team, if not in the same dazzling, world beating form that the Portuguese was in. With no Ronaldo or Tevez at the club now only Dimitar Berbatov stands out as a world class potential talisman, and his form is sporadic. Therefore Rooney’s departure would surely demand serious investment in like for like replacements to keep United at the forefront of the game. There is already talk of Torres, Kaka, Benzema, Bale. As with Ronaldo though Rooney’s unique qualities make him effectively irreplaceable and a number of players, coupled with a change in style, would be needed to cover his absence.

Whilst Sir Alex has clearly missed opportunities in recent transfer windows that may have made the effects of this crisis even worse, there is a reason why Rooney is emerging as the villain of the piece; he is. Sir Alex Ferguson is a wise, successful manager, hindered by a difficult boardroom situation and impossibly high expectations. Wayne Rooney is a good player, but at 24 owes everything to his manager and his club. His statement talked of ambition and the club’s apparent lack of it, but for all the failings I have mentioned Manchester United remain one of the best clubs in Europe and are rivalled seriously only by Chelsea in the Premiership. Rooney has been privileged enough to have been elevated to effectively the leader of United’s trophy pushes, the carrier of supporters’ hopes and dreams. As Mark Lawrenson remarked in the build up to United’s stale win over Bursapor last night, Rooney has clearly forgotten where he has come from. He is a Champions League and Premier League winner and it is within his own power to ensure continued success for his club. Has he no sense of responsibility, respect or greatness? Where exactly would he like to go? Manchester City or Chelsea? Madrid or Barca? The choices are limited and none would suit him like United. Those who abandon Fergie’s projects rarely go on to better things, even if their already sizeable pay packets swell that little bit more. Rooney’s departure could permanently scupper United, but it will more than likely simply herald the beginning of the end for his own career and hero status.