Cycles...
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No, not those cycles. I meant event cycles. |
Cycles are important; both in sales,
and in history. Nowhere, in Graphic Design, can I see that more than
in the comparative trends between the invention and inception of
printing, and the Graphic Design trade, as a whole, back in Europe's
Renaissance, and the growing domination of the World Wide Web and
then new wave of conversion to the electronic medium.
Chapter six of Megg's History of
Graphic Design – The German Illustrated Book (p. 80-97) - opens with
the account of the push back that the new printing press got as it
entered into the public eye; offering its books, readers, and cards.
In Genoa, scribes sought to have printing band. Parisian Illuminators
tried to sue printers for damages; claiming unfair competition. These
groups worked to convince the public of print's inferior standard to
calligraphy. An appeal, in 1492, to the soon to be Pope Julies II,
got him to even order books for the Vatican library be transcribed
from their printed form, just to be included.
Wait; maybe we should back track a
little, here? After all, many folks, today, may not understand all
the fuss over printing. And, in some ways, that is part of today's
little review.
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Portrait of Jean MiƩlot by Jean Le Tavernier |
You see, until Gutenberg's printing press – and all the subsequent presses to follow - books were transcribed and illuminated by hand; using skilled, sometimes monastic, labor. Regardless if by clergy, or skilled artisan, the creation of books was, then, a time consuming, laborious task. It was in the hands of the very skilled elite. They, pretty much, controlled the flow of knowledge.
And if there's anything Schoolhouse
Rocky has taught us, during every Saturday morning sugar infused
cartoon fest, it's that knowledge is power.
In all the cases of resistance to
printing, you saw a small, specifically skilled set of folks poised
to lose, not only their livelihood, but a hold on power and influence
in their society. And, as the new technology developed, this would
later expanded to the illustrator; who, until the early 1500's,
enjoyed the security of the press not being able to add pictures to
text. (Until then, books were printed, and illustration, and other
flourishes, were then added in by hand, directly to the page.)
Despite all the arguments, we pretty
much know how the whole printing thing turned out. Today we enjoy
books, magazines, comics, and a vast array of printed advertising.
But, in the past few years, there's been a push from a new
technology. A new medium of Graphic Design has entered the foray, and
in a huge way; reaching not only into how and when we get our books,
but also our news, advertising, and even our mail.
The Internet.
In the past decade, the World Wide Web,
first thought of as the “Information Super Highway”, has grown
from chat rooms and picture sharing into the dominate force of the
dissemination of news, information, and entertainment. And this has
had much the same impact, today, as those poor scribes felt some 600
years ago.
In June of 2011, the Newspaper
Association of America reported the slide of print sales by nearly
10%; dropping it to near 1983 levels, as the trend of online news
took to full swing. And,with that drop, too revenues associated with
print advertisers. The then chairman of the NAA, John Strum, however,
did report that online revenues made up for some 15% of newspaper ad
sales.
Currently, most major publishers of
periodicals now offer both a hard copy – via news stand or
subscription, and an electronic version that can be viewed on any
home PC, tablet, or smart phone. And, analysts predict, is where the
largest bulk of business is now pushing.
Add to that the surge in the new online
“blog”, and the availability of anyone, and everyone, to suddenly
find and share information, and you might be able to see the parallel
between the scribe of then, and the newspaper men of today.
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Sure, but let's see him dog ear those pages. |
But, what about those books, you might
be asking. Well, there's another interesting story. Foner Books
reports that government figures tracking the
overall sales of books has fallen, gradually, and is currently down
23% since 2004. On the flip side, the Guardian
reported, in May of
this year, that e-book sales were up nearly 366% in the UK;
offsetting the decline in printing. In August they
reported that, for
every 100 printed books Amazon sold, it sold 114 e-books for its
popular Kindle e-reader. In the Unites States, Mashable Media
(www.mashable.com) reported, also in June, that e-book sales overtook
hard cover sales for the first time, ever; up over 28% from this time
last year. (Audio books saw an even greater rise, they reported;
climbing nearly 36%.)
These trends, of course, aren't without
their nay-sayers. Corespondents for old news agencies are quick to
point out that most of the online reporting is just a regurge of
their work. Most avid print companies point out the limits of
e-readers and e-books over traditional print media.
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This was what my grandpa thought of as a "reader". |
Myself, like many American, as well,
I'd venture, readers world wide, still prefer books and comics on
paper, under a cover, free from the limits of batteries, to be read
anywhere, any time we want. For me, as many others, print media is
just more comfortable; whether tactilely, or esthetically. Trends may
come, and go, but we'll always prefer our books and magazines.
The trend, though, is here to stay. And
it's far reaching. My degree course is now called “Graphic
Interface Design” (GID), for example. Courses still cover print,
but mostly focus now on the new media of internet design; including
on online publishing, web design, and marketing. The tools of the
trade have changed; from cut ups, cameras, and paste boards to Adobe
creative software like In Design, Photoshop, and Dreamweaver.
Typography has now a catalog of
thousands of type faces to choose from. And, thanks to the nearly
unlimited canvas of the web browser, layout and design has expanded
in never before thought of ways. All this new and easily available
technology and tools at the ready, have – much like the scribes of
yore – taken the power out of the old print giants, and in control
of the young, fresh, upstarts.
As in the days of the scribe and hand
illuminator, the power has started shifting, driven by new
technology, in the field of Graphic Design. Old, established print
houses are clutching at their power and prestige slipping away, taken
by the new online media of the Internet. It will be interesting to
see how the impact of this, and of the newly empowered independent
publishing front – also Internet powered, will affect the markets
and media, as well as the spread of ideas and knowledge.