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How an Unlikely Group of Renegade Writers Changed Journalism Publisher’S Letter SAY MAGAZINE · SUMMER 2012 Digital Media's Golden Age Why Windows 8 Is the Future Sean Combs Plays It Smooth HOW AN UNLIKELY GROUP OF RENEGADE WRITERS CHANGED JOURNALISM PUBLISHER’S LETTER The Geeks Will Inherit the Earth and Report on It the Second It Happens Just ask any of the thousands of MBA students Key moments in media history tell the story of the graduating from business schools. Technology is rise of the nerd. Wired made technology cultural. Peter the career path of choice. For the fifth year in a row, Rojas’s Engadget made digital technology reporting Google has topped the list for places business school fast and sexy. Back in 1991, Walt Mossberg debuted his graduates most want to work. Dan Frommer, editor- personal technology column in The Wall Street Journal at-large for SAY Media’s and became the kingmaker of consumer tech products. own ReadWriteWeb and At AllThingsD, Mossberg and Kara Swisher preside the creator of SplatF, over a conference that attracts the business elite. tells a story about how And Mike Arrington’s TechCrunch rose in influence he suddenly became a alongside Silicon Valley kings like Ron Conway and hero in his MBA friend’s Mark Zuckerberg, ushering in an era of entrepreneur eyes: “Fred Wilson as rock star. follows you on Twitter. In this issue of SAY Magazine, Frommer — also Amazing. How did one of the early pioneers and co-founders of Silicon you do that?” Wilson Alley Insider — tracks the journey of some of the is one of technology’s pioneers in the technology publishing space including most influential venture Josh Topolsky and Nilay Patel, founders of The Verge; capitalists. Sarah Lacy of PandoDaily (via BusinessWeek and Technology is now TechCrunch); SAY Media’s own Richard MacManus just business. And of ReadWriteWeb; and the incredible one-man show, technology reporting is John Gruber, whose posts are often the smartest, best- just news. So much has articulated reaction to breaking stories (see “Rise of changed from 30 years the Tech Bandits,” page 16). And we put the entire tech ago when publications publishing universe in perspective with a foldout map. like Computer Shopper, Also in this issue, we spend time with other BYTE and PC Magazine digital pioneers including Jane Pratt, who has survived (or the patron saint the transformation from print to digital and risen to of geekdom, Popular the top of her game (“The [Not-So] Secret Lives of Science) served the Women Online,” page 12). xoJane has become a must- hardcore enthusiast. read for millions of women and the most engaging AN earLY artifaCT of the REVOLUtion The people behind women’s site on the Web. You’ll also find an interview this transformation have changed the business of with one of the leading mobile experts, Zach Epstein of journalism. Technology reporters have learned to BGR, on his bold predictions for mobile (page 10). And work at the frenetic speed of the industry, embracing we’ve got notes from our Media Lab, which include the technology innovations of the companies they some of the things we’re planning for our relaunch follow. Case in point, young Peter Cashmore, the of ReadWriteWeb. We look forward to sharing the founder and face of Mashable with almost 3 million publication’s transformation with you. Wherever — or followers on Twitter. however — you are reading this, enjoy. TROY YOUNG IS THE PRESIDENT OF SAY MEDIA. 01 PERSPECTIVES 09 The Art of Brand Engagement What works is letting the site or the artists do what they do best. Rise of the Tech Bandits The people behind today’s 15 The U.K.’s Digital Media Challenge most celebrated tech media London’s agencies are nimble, clever — brands are smart, creative, and small. But don’t let that fool you. loud, annoying, destructive and 29 The Origins of Epic UX Design visionary. And it’s awesome. Digital media legend Jon Lax on the key Plus: Amazing Map of to creative offices and why no one likes the Online Tech World a microsite. 16 30 Notes From the Media Lab The seven secrets to great media experiences. 32 The Quantified Self Data is the new media. It’s what we’re going to be swimming in. 12 SPOTLIGHT 27 Mr. Combs Plays to Sports Fans How do you reach millions of fans during the Big Game? Play it smooth. 33 Building Audiences Down Under Independent Australian publishers come FEATURES into their own. The Dawn of Digital Media’s Golden Age 34 Engaging Food Lovers To create a new standard in quality digital publishing, we need to view it as an How Campbell’s used interactive digital experiences to drive deep engagement. entirely new medium. 06 BITS adidas, the 3-Bars logo, and the 3 stripes mark are registered trademarks of the adidas Group. © 2012 Coty UK, © 2012 Coty Inc, adidas Licensee. of the adidas Group. trademarks registered adidas, the 3-Bars logo, and 3 stripes mark are Why Windows 8 Is the Future 04 Scene & Heard … and other things you should know about the mobile Web. An interview with mobile expert Zach Epstein. 10 08 Things I Love With Sarah Lonsdale / feel cool, feel confident Remodelista The (Not-So) Secret Lives of Women Online 25 Things I Love With Erica Chan Coffman / adidas Ice Dive supporting Tom Daley Jane Pratt reflects on a wild and amazing year of building Honestly…WTF the most engaging and irreverent women’s site on the 36 The Current State of the Web / developed with athletes Web. Plus: Inside the xoJane UK launch. 12 gapingvoid adidas.com/bodycare/uk Adidas_Tom_Daley_SAY_Magazine_print_01.indd 1 3/30/12 6:20 PM SAY UK’s Leap Into 2012 Party, London, England SAY SF Party SAY Media clients celebrated leap year 2012 at the At a private party for clients, partners and industry friends in infamous Café de Paris in London, with music sensation San Francisco, Geographer played an acoustic set at popular SCENE & HEARD The Correspondents and DJ Danni Murray providing nightclub 330 Ritch before its sold out show later that night. SAY Media creates amazing Great music, good food and lots of interesting people were the signatures of our parties entertainment late into the night. digital media experiences around the globe this spring. HOW TO REACH SAY MAGAZINE Mailing address: SAY Media 180 Townsend St., Third Floor San Francisco, CA 94107 Email: [email protected] On the Web: saymedia.com On Twitter: @saymediainc TO INQUIRE ABOUT BECOMING A PUBLISHER PARTNER, Geographer Bombay Bicycle Club CONTACT EVAN YOUNG: 415.738.6567 The Correspondents ADVERTISING SALES East Coast, New York Christina Cranley 917.224.1787 Washington D.C. Eric Laurence 240.620.3093 Midwest, Chicago Brad Schrepferman 773.610.8732 Detroit John Irvine 248.705.8086 West Coast Leah Corselli 310.709.8469 Wallpaper. Caroline Ingham, Gemma Wiggins, Kerry Datlen, Lucy Canada SXSW 2012, Austin, TX Brett, Charlotte Ince, Mindshare Paul Cassar The Cults, Wallpaper. and Quiet Life were among the six 514.370.2868 bands that rocked the house at SAY Media’s SXSW 2012 United Kingdom party at the Speakeasy. More than 1,200 people packed the Giles Ivey standing-room-only event. +44 (0) 7930.393.485 Dor Rubin, Karen Amundson, Sipra Roy, Andreas Sanaty, iCrossing Australia Duncan Arthur SAY Canada +61 (0) 433.394.892 SAY Media’s Canada offices had a busy spring, cooking up good times with clients at a Calphalon event, hosting the official Ad Club Ski & Snowboard Day after party in Ontario, scoring some fun at hockey night, and sponsoring Dx3, Canada’s first digital Heather Hager, Gina Dainello, Ly Tran, Proof Advertising media trade show. SAY MEDIA Headquartered in San Francisco, with offices across the U.S. as well as in Canada, the U.K. and Australia Matt Sanchez Troy Young Sam Parker CEO & Co-Founder President COO Robin O’Neill, Group M; Carl Nawagamuwa, MEC PUBLISHER Troy Young MANAGING EDITOR Wendy Taylor Calphalon Cooking Class — SMG team Hockey Night — Jason Kotack, SAY Media; Elizabeth Renee Nichols, Flurry Quiet Life Jewett, Jenny Stencel, PHD CONTRIBUTING EDITOR Erin Olsson CREATIVE DIRECTOR Alex Schleifer DESIGNER Sarah Teubner ASSISTANT DESIGNER Mira Kim CONTRIBUTING ILLUSTRATOR Nigel Sussman COPY EDITOR Dx3 — Kendall Donaldson, Dx3; Charlotte Palermino, Michelle D. Williams Cults Pia Squillino, Xeni Soteriou, Universal Pictures SAY Media Ad Club Ski & Snowboard Day — Blue Mountain Resort 04 05 The Dawn of Digital Media’s Golden Age To create a new standard in quality digital publishing, we need to view it as an entirely new medium. When it comes to art and media, we’re often caught day television. From grainy black-and-white sitcoms to in a tug-of-war between legacy and innovation, beautiful HD-quality dramas, television programming nostalgia and the next new thing. At times, this has evolved to rival the art of cinema. tension creates quite beautiful and interesting results. Shows such as Breaking Bad, Mad Men and Game Instagram and its sepia filters blend the best of today’s of Thrones have shown us that television content can technology — the ability to create instant, socially be beautiful, inspiring and provocative. shareable pictures on your smartphone — with the Creativity and evolution of the art form in a nostalgic look and feel of aged photographs. Films like new medium is inextricably tied with the notion The Artist and Hugo successfully combine modern-day of scale. Guglielmo Marconi, an Italian inventor, movie-making technology with content and structure proved the feasibility of radio communication when that pays tribute to the early days of cinema. he sent and received his first radio signal in Italy But not all art forms have been able to deftly in 1895.
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