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.
Doctor Who: Series 6: Episode 7 – A Good Man Goes to War
Before you read on: Spoilers sweetie.
The Guardian series blog, written by Dan Martin, has been my first port of call as soon as the credits roll after every episode of this series. The story arc is so layered and baffling, with the hints and in jokes so carefully hidden, that even after a second viewing it’s difficult to pick up on everything. Thankfully the Guardian blog has been there whenever I’ve really struggled to get my head together and form some thoughts of my own. And the comments section is the perfect breeding ground for theories about where things are going.
This week’s mid-series finale gets a rather bruising verdict on the Guardian website. Very rarely do I disagree with it but this week I definitely do. I see where they’re coming from. It’s certainly true that not a lot happened despite the build up and the scale. And the cleric characters on Demon’s Run, particularly the token gay couple, the thin/fat marines, are chucked into the mix briefly and rather pointlessly. It was undoubtedly disappointing that the Cybermen were waggled before us in the pre titles sequence and that the Doctor’s dark side, whilst brilliant, did not plumb any seriously shocking new depths. But I think Dan Martin is missing the point of A Good Man Goes to War.
In many ways it matters little that the standalone story element was lacking this week because this was an epic conclusion to the first seven episodes. Rather than a war, this was the climactic battle. After the weaknesses of the flesh based double bill, I actually thought the story was improved to a much greater level and it was a joy to get Moffat’s writing back. The Doctor’s dialogue was so much wittier, cleverer and funnier.
Indeed the most surprising thing about A Good Man Goes to War was just how funny it was. The variety of the humour on show really added to the cinematic and epic feel. Besides the usual comedy deriving from Smith’s performance, for example in the scene where he’s trying to work out how Melody came to have Time Lord DNA, there are laughs from the other characters Moffat brings in as the Doctor’s allies.
The Sontaran nurse was absolute genius and perfectly in keeping with what the Doctor would do. When he tells Colonel Runaway to keep his back straight so as not to damage his posture, I laughed, during my first and second viewing. However it was only on my second viewing that I noticed a filthy lesbian tongue joke between the mysterious Silurian detective and her female sidekick, after the Silurian asks “why do you ever put up with me?”. I can see an adult spin-off show, with the potential to be far better than Torchwood, for those two. There was also a jolly fat blue thing that we’ve seen before, who was a delightfully wise presence.
With all the grim seriousness and concentration required to keep up with the secrets and twists of the story arc, the laughs were absolutely essential to making A Good Man Goes to War enjoyable. After the endless tension that has been coiling and tightening over the preceding weeks, I thought that this seventh episode actually had merits of its own, by leaving the ongoing secrets for the dramatic and emotional final ten minutes. Even if it didn’t go as far as it could’ve done, this episode was a fascinating exploration of the Doctor’s character.
We get to see the theatrical, arrogant side of the Doctor as he pulls off his genius takeover of the base. Matt Smith is in his element here and the impact of his performance is all the greater because Moffat kept him off the screen during the beginning as the team assembled, using the TARDIS alone. Moffat has previously said he wanted to put the “who” back into Doctor Who, and he’s done that with his confused, overlapping timelines and references to off screen adventures. But in A Good Man Goes to War he asks the question more directly and the Doctor ponders his own legacy, just as he did at the end of the last series when the monster sealed within the Pandorica turned out to be him. River Song then delivers some home truths. This episode may have been light on story but all of the key characters are explored in greater depth than before.
To River then. Finally we know who she is! And at last we have substantial answers to big questions looming since the beginning of the series. I was genuinely more satisfied by the big reveal than I thought I would be. But at the same time I am left craving more. I want to see the next episode. Moffat has, predictably, left an awful lot of questions unanswered. With a title like “Let’s Kill Hitler” my mind is already in a whirlwind of excited anticipation about the next episode itself too, let alone the answering of more secrets.
People tend to focus on the big question of this series: the Doctor’s death. But I am still waiting for the unresolved events of The Big Bang at the end of Series 5 to be explained. Who manipulated the TARDIS? Who organised the coalition of baddies to imprison the Doctor? Surely they must have some sort of connection to this year’s big enemies? Why are the clerics anti-Doctor now after working with him against the Weeping Angels in the last series? Who is Madame Kovarian?
So many questions and so many throwaway lines I can’t dwell on, partly because it would be useless and dull for you if I asked questions forever and also because I am falling asleep. Stevie Wonder performed in 1814 London. Just remembered that. But we mustn’t tell him!
See you in the Autumn.
EDIT: Blimey forgot the Headless Monks completely. And not because they were bad. A good idea but underdeveloped. Worth it just for having new monsters and that wonderful moment when the Doctor disarms all the clerics.
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