Cai Wen: Analysis of the Changes and Causes of Western Newspaper Layout (Part 2)
2024-01-04 07:07:41
Market Demand: The Intrinsic Motivation of Layout Changes In the early 19th century, European and American journalism was in the party newspaper period. Each newspaper was supported by political parties and did not need to consider economic issues. They inherited the concept of "passer-based" and considered how to spread the party's information and ideas. They did not realize that good content still requires good forms of communication in order to obtain good results. They did not realize that they wanted to make headlines for important news. They did not realize that important news should be arranged in the visual center of the layout. All the news was disorderly, disorderly, and unfocused. After the popularization of newspapers, they entered the period of marketization. “Because the newspapers are under too much competitive pressure, we must rely on layout to attract readers. The editors and news editors of all major departments not only notice the content of the news, but also notice how the news is presented.†4 The so-called media market, “is actually The sum of all relations between the media, the audience of the media, and the advertisers of the media "5. It can be seen that in order to achieve a virtuous circle, the newspaper industry must take into account the interests of the media itself, the audience, and the advertisers. Therefore, the layout changes also need to consider the needs of their own operations, audiences and advertisers.
The impact of the media's own operations on the layout changes. Media business needs to reduce costs and increase circulation. Reducing costs is reflected in the fact that the layout is mainly caused by changes in the size and quality of the layout brought about by the paper supply, resulting in a corresponding change in the layout design. In the 1960s and 1970s, "Inflation in the printing industry, soaring paper prices, forced newspaper decision makers to find ways to save money, and reducing the size of newspapers became the most obvious method." Like the Los Angeles Times, it reduced the page size by 3/4 inches. The policy of saving money and paper has led to the redesign of many newspapers. After the layout was reduced, the 8-column format was no longer easy to read, so the 6-column format was adopted, the font size was reduced, and photos and comic strips were also cancelled. After the crisis, the font size was restored to its original size. Photos, comics, and graphics were used more frequently and extensively. Blankness became the new darling of the layout editors, but the size of the paper, the front page, and the basic form of the six-part layout of the facing page. No further change.
Distribution also changes the "likeness" of newspapers. The most obvious manifestation is the change in the publishing style of newspapers that has caused changes in the Visual Impact Center. The focus of the newspapers in the subscription period was on the first section of the layout (top left corner of the newspaper), and the penny paper implemented the “London selling newspapers†method after being sold on the street, because each newspaper was always on one copy and exposed. It was just the upper right corner of the newspaper. Therefore, when the editors were designing the newspaper, VIC was developing more and more toward the second district (upper right corner). Today, the most important content and the most elaborate design in the current newspaper are placed in the upper right corner. The so-called "Hot Corner" attracts readers from competitors.
The influence of audience demand on layout changes. After entering the 20th century, people's life rhythm is getting faster and faster. "A seemingly constant feature in modern life is the apparent lack of time." One of the most common ways people try to deal with obvious shortages of time is to do several things at the same time. "The ability of humans to simultaneously perform multiple media input seems to have increased from generation to generation. Instead, patience and attention The space for force continues to shrink."7 In this situation, to retain the audience, editors can only prove their time and attention by providing readers with sufficient and attractive information. is worth it. At the same time, in the "visual age", "people are obviously spoiled and become lazy. When they need information, they no longer say "tell me," but rather say "show me." Therefore, the editors proposed that "non-writing" non-readers should provide "non-text" (non-text) coverage". As a result, the newspaper's "reading" and "visualization" were referred to editors' daily agenda. The subdivision of newspaper group and layout, the diversification of reading methods, the modularization of manuscript arrangement, and the information graphics are all adaptive measures to audiences' reading psychology and habits.
The influence of advertisers' needs on layout changes. Western newspapers are a product of the commercial economy. From the very beginning, advertising was an important part of the newspaper's layout, and it was also the object of the editors' priority in typography and revision. "Advertisers understand the value of attractive advertisements. They play a leading role in experiments on fonts, illustrations, prints, and texts."9 The conventional typographic order is advertising-picture-text reporting. , Usually after the ad is ranked, consider the layout of the manuscript in the remaining space. Moreover, in order to guide readers to see advertisements, they also specially designed the "well-style" and "pyramid-type" arrangement methods to intersperse news in the middle of advertisements to increase the bright camera society for advertisements. The changes in the format of the columns brought about by the paper saving in the 1960s meant re-determining the advertising space or providing special treatment for them. Thus, the use of 6 columns on the front page and the inner pages of the front page and 8-9 columns on other pages became a popular layout at the time to meet the needs of the advertising agency for the traditional standard format. In order to finally solve the problem, the press has also conducted special studies and launched the "Standard Advertising Unit" on July 1, 1984 to make it easier to set advertisement space.
Media competition: The driving force for layout change is based on Roger Federer's "Principle of media modality change." "All forms of media are coexisting and co-evolving within an ever-expanding and complex adaptive system." . In other words, whenever a new form emerges and develops, it will affect the development of every other existing form differently for many years and years; at this time, the older forms will adapt and continue to evolve. Not death.
Before the 1920s, newspapers had monopolized the field of communication. The publication of the "Time" magazine in 1923 triggered an upsurge of news weekly in the society, and the monopoly of newspapers began to be threatened; in the early 1930s, broadcasting became more mature, and the development of relatively low-cost home radio and electronic broadcast media caused With many anxieties and excitement, the newspapers were forced to reposition. At this time, some experts believed that the electronic media had determined the death of the print media; at the end of the 60's, the television media gave the newspapers a nearly devastating blow. Since then, The status of the newspaper's first mainstream media was taken away by television. Experts once again predicted the death of the newspaper. Since the 1990s, the Internet has flourished and replaced the momentum of traditional media. The possible existence of newspapers is once again questioned. Although we say that the fresh media have impacted the survival of the newspaper more fiercely than once, we have found that the newspaper is like a tumbler and “has been stunted for a long time†to stand up again and again after being overwhelmed. As a result, the death predictions went bankrupt. This is the result of the role of the rule of survival in the change of media modality. The reference and innovation of newspapers in terms of form are mainly reflected in:
References and Innovations in Newspapers for Magazines News magazines represented by Weekly Times generally publish photos, charts, and headlines on their cover pages, and publish special reports on many pages in their inner pages. Now the more popular format of western newspapers: set a main photo or hand drawing on the front page to form the visual impact center (VIC); multiple forms of “index†for the current newspaper The important contents are prompted and guided; there are not many front page manuscripts, and the length is not large. In-depth reports such as special reports or portfolio reports are generally arranged on the inside page. This kind of design is mostly used in Tabloids, and it is close to the magazine's cover design.
The newspaper's use of radio for reference and innovation is composed of a series of columns. These columns are designed for a specific audience. In a broad sense, it is broadcast, but from a column, it is actually The "narrowcast" is the result of segmentation of the audience. In response to the broadcast's propagation characteristics, the newspaper updated its contents and styles, and began to design specific groups, sections, and columns for specific groups, such as sports, lifestyle, and diet. This "sub-section news" not only successfully attracted new readers and advertisers, but also contributed to a more orderly packaging of information. The multi-published group and divisionalized content has become the basic structure of most newspapers today.
Newspapers used TV for reference and innovated television sets to draw together. Their images are visual, intuitive, and vividly challenging the layout of newspapers. People growing up together with TV gradually get used to the envelopment of images and colors, and are accustomed to using images to obtain information. In terms of flowing images, newspapers and television cannot be compared. However, newspapers can consolidate the most beautiful moments between squares, creating an artistic conception through the choice of angles and the skill of composition. The pursuit of the United States gave it its beauty. Naturally, the image has become the central element of the layout design as the main character of the newspaper, becoming a magic weapon used by the newspapers to attract the attention of the audience. At the same time, TVs are becoming colorized and three-dimensional, and colors, schematics, and particularly three-dimensional, well-designed schematics have gradually become an integral part of the layout. The founding of "USA Today" in 1982 has created a precedent for newspapers to display news information with a large number of information-rich photos and charts. It can be said that the "reading picture era" has officially come to an end. In April this year, the world’s last full black-and-white newspaper “Wall Street Journal†could not resist the tide and enter the color era. (To be continued)
The impact of the media's own operations on the layout changes. Media business needs to reduce costs and increase circulation. Reducing costs is reflected in the fact that the layout is mainly caused by changes in the size and quality of the layout brought about by the paper supply, resulting in a corresponding change in the layout design. In the 1960s and 1970s, "Inflation in the printing industry, soaring paper prices, forced newspaper decision makers to find ways to save money, and reducing the size of newspapers became the most obvious method." Like the Los Angeles Times, it reduced the page size by 3/4 inches. The policy of saving money and paper has led to the redesign of many newspapers. After the layout was reduced, the 8-column format was no longer easy to read, so the 6-column format was adopted, the font size was reduced, and photos and comic strips were also cancelled. After the crisis, the font size was restored to its original size. Photos, comics, and graphics were used more frequently and extensively. Blankness became the new darling of the layout editors, but the size of the paper, the front page, and the basic form of the six-part layout of the facing page. No further change.
Distribution also changes the "likeness" of newspapers. The most obvious manifestation is the change in the publishing style of newspapers that has caused changes in the Visual Impact Center. The focus of the newspapers in the subscription period was on the first section of the layout (top left corner of the newspaper), and the penny paper implemented the “London selling newspapers†method after being sold on the street, because each newspaper was always on one copy and exposed. It was just the upper right corner of the newspaper. Therefore, when the editors were designing the newspaper, VIC was developing more and more toward the second district (upper right corner). Today, the most important content and the most elaborate design in the current newspaper are placed in the upper right corner. The so-called "Hot Corner" attracts readers from competitors.
The influence of audience demand on layout changes. After entering the 20th century, people's life rhythm is getting faster and faster. "A seemingly constant feature in modern life is the apparent lack of time." One of the most common ways people try to deal with obvious shortages of time is to do several things at the same time. "The ability of humans to simultaneously perform multiple media input seems to have increased from generation to generation. Instead, patience and attention The space for force continues to shrink."7 In this situation, to retain the audience, editors can only prove their time and attention by providing readers with sufficient and attractive information. is worth it. At the same time, in the "visual age", "people are obviously spoiled and become lazy. When they need information, they no longer say "tell me," but rather say "show me." Therefore, the editors proposed that "non-writing" non-readers should provide "non-text" (non-text) coverage". As a result, the newspaper's "reading" and "visualization" were referred to editors' daily agenda. The subdivision of newspaper group and layout, the diversification of reading methods, the modularization of manuscript arrangement, and the information graphics are all adaptive measures to audiences' reading psychology and habits.
The influence of advertisers' needs on layout changes. Western newspapers are a product of the commercial economy. From the very beginning, advertising was an important part of the newspaper's layout, and it was also the object of the editors' priority in typography and revision. "Advertisers understand the value of attractive advertisements. They play a leading role in experiments on fonts, illustrations, prints, and texts."9 The conventional typographic order is advertising-picture-text reporting. , Usually after the ad is ranked, consider the layout of the manuscript in the remaining space. Moreover, in order to guide readers to see advertisements, they also specially designed the "well-style" and "pyramid-type" arrangement methods to intersperse news in the middle of advertisements to increase the bright camera society for advertisements. The changes in the format of the columns brought about by the paper saving in the 1960s meant re-determining the advertising space or providing special treatment for them. Thus, the use of 6 columns on the front page and the inner pages of the front page and 8-9 columns on other pages became a popular layout at the time to meet the needs of the advertising agency for the traditional standard format. In order to finally solve the problem, the press has also conducted special studies and launched the "Standard Advertising Unit" on July 1, 1984 to make it easier to set advertisement space.
Media competition: The driving force for layout change is based on Roger Federer's "Principle of media modality change." "All forms of media are coexisting and co-evolving within an ever-expanding and complex adaptive system." . In other words, whenever a new form emerges and develops, it will affect the development of every other existing form differently for many years and years; at this time, the older forms will adapt and continue to evolve. Not death.
Before the 1920s, newspapers had monopolized the field of communication. The publication of the "Time" magazine in 1923 triggered an upsurge of news weekly in the society, and the monopoly of newspapers began to be threatened; in the early 1930s, broadcasting became more mature, and the development of relatively low-cost home radio and electronic broadcast media caused With many anxieties and excitement, the newspapers were forced to reposition. At this time, some experts believed that the electronic media had determined the death of the print media; at the end of the 60's, the television media gave the newspapers a nearly devastating blow. Since then, The status of the newspaper's first mainstream media was taken away by television. Experts once again predicted the death of the newspaper. Since the 1990s, the Internet has flourished and replaced the momentum of traditional media. The possible existence of newspapers is once again questioned. Although we say that the fresh media have impacted the survival of the newspaper more fiercely than once, we have found that the newspaper is like a tumbler and “has been stunted for a long time†to stand up again and again after being overwhelmed. As a result, the death predictions went bankrupt. This is the result of the role of the rule of survival in the change of media modality. The reference and innovation of newspapers in terms of form are mainly reflected in:
References and Innovations in Newspapers for Magazines News magazines represented by Weekly Times generally publish photos, charts, and headlines on their cover pages, and publish special reports on many pages in their inner pages. Now the more popular format of western newspapers: set a main photo or hand drawing on the front page to form the visual impact center (VIC); multiple forms of “index†for the current newspaper The important contents are prompted and guided; there are not many front page manuscripts, and the length is not large. In-depth reports such as special reports or portfolio reports are generally arranged on the inside page. This kind of design is mostly used in Tabloids, and it is close to the magazine's cover design.
The newspaper's use of radio for reference and innovation is composed of a series of columns. These columns are designed for a specific audience. In a broad sense, it is broadcast, but from a column, it is actually The "narrowcast" is the result of segmentation of the audience. In response to the broadcast's propagation characteristics, the newspaper updated its contents and styles, and began to design specific groups, sections, and columns for specific groups, such as sports, lifestyle, and diet. This "sub-section news" not only successfully attracted new readers and advertisers, but also contributed to a more orderly packaging of information. The multi-published group and divisionalized content has become the basic structure of most newspapers today.
Newspapers used TV for reference and innovated television sets to draw together. Their images are visual, intuitive, and vividly challenging the layout of newspapers. People growing up together with TV gradually get used to the envelopment of images and colors, and are accustomed to using images to obtain information. In terms of flowing images, newspapers and television cannot be compared. However, newspapers can consolidate the most beautiful moments between squares, creating an artistic conception through the choice of angles and the skill of composition. The pursuit of the United States gave it its beauty. Naturally, the image has become the central element of the layout design as the main character of the newspaper, becoming a magic weapon used by the newspapers to attract the attention of the audience. At the same time, TVs are becoming colorized and three-dimensional, and colors, schematics, and particularly three-dimensional, well-designed schematics have gradually become an integral part of the layout. The founding of "USA Today" in 1982 has created a precedent for newspapers to display news information with a large number of information-rich photos and charts. It can be said that the "reading picture era" has officially come to an end. In April this year, the world’s last full black-and-white newspaper “Wall Street Journal†could not resist the tide and enter the color era. (To be continued)
Upholestered Living Room Chair
Upholestered living room chair
STARWAY INTERNATIONAL HOME-LIVING CO., LTD , https://www.starwayfurniture.com