Beyond text
The creative way in which Sloan plays with formats gave me pause to think about how un-creatively today's media work with their formats on the web. For incumbent producers of print, the acme of production is text, while TV people produce video. To the man with the hammer, everything looks like a nail, I guess.
But in this day and age of cross-media, things have to change. Content needs to be optimised for effect and for convenience. Convenience means that content should always be available in all possible formats so that I can hear a text when I'm on the move, for instance. Effect is the best possible way in which content can be presented. A picture may say more than a thousand words, but often times, complexity is not open to imagery, but only to text. But - text is difficult to digest and demands a concentrated effort. So there's a number of dimensions across which to choose the most effective mode of communicating something.







