Off the Page
Off the Page
Medium-Specific Approaches to Content
This chapter examines the explicit conventions and implicit assumptions of magazine producers about medium-specific content. It first considers the complexities of media convergence before discussing the tension between medium-specific cultures and the rhetoric of cross-platform branding in women's magazines, leading to theoretical and conceptual questions about medium identity. It then describes how producers' working patterns and assumptions vary across different media (web, magazine, and iPad) in three significant ways: the importance of the editorial voice, quality standards for editorial content, and expectations about the extent of advertiser influence on content. It also highlights the distinctions between print and online; tablet devices, for example, are being positioned as a tool that can elide medium-specific challenges while also serving as a test bed for advertising/editorial relations within digital environments. The chapter suggests that magazine content does not appear to easily flow off the printed page, but goes through many crosscurrents.
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