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.
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After AV and election humiliation: what next for Clegg and the Lib Dems?
The result was crushing. A firm no to electoral reform and a pummelling at local level for Lib Dem councillors is a devastating double whammy. The road back to even slight popularity will be rocky and steep, with huge risks of even further falls on the way. The media were quick to pounce on the misery of Clegg and the tensions within the coalition. Whilst exaggerated, there is no doubt that the coverage accurately reflects a permanent shift in the dynamic of the parties in partnership.
Firstly then why was the defeat so bad? And why did the Conservatives not only escape punishment but considerably strengthen their position with gains? In many ways it is pointless to dwell on the results. What’s done is done. Liberal Democrats across the board are declaring the need to move on and get on with the job, seemingly out of bitterness, but also out of practicality and necessity. It is perfectly understandable however that some big names, such as Cable and Huhne, have lashed out at their Tory coalition partners in the dizzying spiral of disappointment and defeat.
They feel, rightly, that their party has become a human shield. They feel that they are victims of immense unfairness, ironic given that the core of their policies on tax, education and indeed the voting system, are intended to increase fairness. The Liberal Democrats had to enter into coalition with the Conservatives. Labour was never a viable or democratic alternative. A minority Tory government would have been ineffective and lacked any Lib Dem input on policy, whether as a restraining or creative force.
They were damned if they did and damned if they didn’t. Clegg would never have been forgiven had he passed up the chance to introduce a host of coveted Liberal measures. As I’ve argued before Clegg also saw an opportunity to open up politics. By showing that coalitions could work, the old seesaw between Labour and the Conservatives would be challenged. Consensus and cross party collaboration would produce broader ideas and solutions to the bigger issues, in a 21st century where ideology is far less important than results, to voters at least.
Where they went wrong is debatable. There are obviously a range of reasons. But primarily it seems to be that too much eagerness and what’s been described as “personal chumminess” between Cameron and Clegg, was on display. The broken promises therefore appeared to be callous and genuine deception, rather than an inevitable concession from the minority partner in coalition. On tuition fees the Lib Dems made the mistake of trying to claim that the new policy was a better one because of changes they instigated. They needed to make a greater show of their overwhelming reluctance to charge fees at all, whilst still championing the restraining measures for fairness that were their doing.
Ultimately it all comes down to Clegg’s economic gamble though. I am still not sure just how fully he buys into George Osborne’s interpretation of the crisis and his drastic solution. It may well be that privately Clegg still stands by his pre-election comments, that the deficit should be reduced gradually with a focus on growth in the short term. Adopting the Tory approach could be the primary price of going into government for the Lib Dems. But publicly he has signed his party up to comprehensive cuts in public spending that are at odds with the instincts of most Liberals. And you’d have to say that Clegg must believe the Conservative plan will eventually lead to growth, because if it doesn’t his party will be battered once more come the next General Election.
Certainly earlier this year I wrote about a speech in which Clegg made the most compelling argument thus far in favour of extreme deficit reduction, which essentially boiled down to longer term sustainability and strength in diversity for the economy. I still think he may be torn though and that he might accept some of Labour’s arguments that claim a slower pace of cuts would have restored greater growth sooner.
With regards to the referendum on AV Clegg clearly made an error when choosing the date. The key reason for Yes2AV’s failure was that their argument became inseparably embroiled with party politics and the local elections. Clegg’s personal unpopularity rubbed off on the campaign for reform, mainly because of dirty tactics from the No camp. Yes2AV also made ridiculous unrealistic claims about accountability, rather than keeping their argument simple. Celebrities made a late push for reform at a rally but by then it was too late, the argument should have been made more forcefully outside of the political sphere weeks before May the 5th.
Of course the important and interesting question now is what do the Lib Dems do to recover? And how will this affect the coalition? Paddy Ashdown, the former leader of Britain’s third party, was on Question Time on Thursday. He spoke eloquently and with reason on foreign affairs, prompting cheers and claps from the bulk of the audience. But when it came to domestic politics he found himself bogged down by the harsh public opinion of Clegg, so very different from the polls after the TV debates over a year ago. He valiantly defended the courage of his party’s leader under fire but could only react with frustration when the audience flatly refused to hear him out.
Clegg continued to show that courage in an interview with Andrew Marr on Sunday. Given the pictures of his gloom and the mountain to climb left by the results, Clegg gave remarkably assured answers and honestly asserted that he’d misjudged things, and that the Lib Dems needed to have a “louder voice” in the coalition. He spoke of the need to sing about the unexpectedly high number of Lib Dem manifesto policies being implemented. But in many ways all this was predictable and necessary.
The efforts to give his party an individual and distinctive again will undoubtedly begin to heal the wounds of defeat. He needs to show greater reluctance when he must go along with Conservative plans, pick the Tory policies he does oppose carefully for maximum impact and point out measures that perfectly illustrate the moderating influence of his party. Clegg has already worked out that NHS reform is the best way to begin a recovery, threatening to block it and demanding changes are made to meet concerns. However what would really give the Lib Dems a distinctive voice back is to propose and explain policies they would be implementing without the Conservatives.
What I mean by this is to set out policies, on tuition fees for example, that the Lib Dems would implement if they had the ideal (but unlikely) scenario of a majority government. These policies should be calculated to appeal to Labour voters and those within Labour potentially open to coalition. The Lib Dems need to reach out to Ed Miliband or those around him with influence, to stop him pounding the human shields of the coalition as opposed to those in the driving seat. A senior figure in the party, perhaps likeable President Tim Farron, should be chosen to run what would almost be an alternative Lib Dem opposition.
I accept this would be difficult to handle and could shatter trust and cooperation with the Tories. Many might say it’s impossible. But as long as Clegg and key Lib Dem ministers weren’t directly involved, the group did not challenge specific government policy and simply proposed Lib Dem alternatives not covered by the coalition agreement, there would be little the Tories could do to stop it. AV may be lost but the Lib Dems have plenty of arguments they can still make that are unique to them. They must take the philosophy behind AV, choice and fairness, and tie it to attractive policy. For example their manifesto went further on tax, transport, energy and the House of Lords. Choice is the key to freedom in a modern society and the Lib Dems must make the case for the state actively empowering individuals. The Liberals must show how they would liberate.
It’s probably better for Clegg to keep his head down for a while and continue to soak up pressure whilst his party recovers independently. Clegg’s popularity will take longer than his party’s to heal. But this does not mean he is the wrong man to lead it. He has for the most part taken bold decisions both in the national interest and to achieve greater fairness sought by his party’s voters. He has had to concede costly economic compromises, but to overcome these he must be bold again. Frankly after the tactics of the No Campaign, so wholeheartedly backed by Cameron, Clegg must dirty his hands a little. A louder voice will only convince dispirited voters if it hints at what the coalition is doing wrong because of the Conservatives, as well as what it’s doing right because of the Lib Dems.
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