award ceremonies in the publishing industry are at least as much inwardly and outwardly. In times when conditions printed magazines and newspapers fall, migrate campaigns into the digital world, it needs instances of self-assurance. These instances include the Lead Award. Since 1993, a jury will award prizes for newspapers, magazines, photography and advertising, for several years, digital media projects are excellent.
Notable in this year not so much the prices per se. Among them are the usual suspects – the “mirror”, the “time magazine”, “Geo”, various independent magazines. More on that later a little more.
Exciting is an interesting contrast in the categories campaign and reportage photography, which also has a lot to do with self-assurance. “Taken with the iPhone 6″ is the campaign, which was awarded on Thursday evening at Hamburg’s Deichtorhallen with gold. The advertising that shows scored by users of the Apple smartphone photos, has been widely disseminated in the media and on billboards.
smartphone pictures as Apple advertising campaign
Among the motifs are majestic mountainsides in the fog, waiting surfer on the beach, two kayakers on mirror smooth water, a man at a forest lake, a man perched on top of a dune. Among remarkable number of motifs in black and white, often from people who are alone on the screen, obviously satisfied in their staged private moment.
The fact that “normal” users should involve pictures, the viewer does not see at first, maybe not at the second glance. That’s what this campaign for the perhaps best known smartphone in the world. The built-in camera, for many years an Achilles’ heel of the mobile multi-function phones, fabricated almost professional images. Also photo apps with digital filters such as Instagram have saved the classic photo in the Time
Markus Peichl says. “The iPhone has more on the digital Revolution done than any other product. ” Peichl was among others editor of “Tempo”, he was managing editor of the TV show “Beckmann”, today it is primarily a gallery in Berlin. A constant that runs through his varied professional life, is the Lead Award. The digitization has been deep into the price he organized, milled in.
“photos, a pinch breath”
it was amazing but says Peichl that there appears a print advertising campaign in need, “the value of a product highlight to put him a monument.” The Apple campaign now see especially “the beautiful, tranquil, peaceful world of which we all dream of.” And the newly staged by amateurs. “User-generated content”, does that mean the web, here are printed.
The expectation of some profiled Digital experts in the web world could from the ordinary people an ever-ready ” be citizen journalist “, has hardly met. This also shows the LeadAward abundantly clear. The “Photo of the Year” goes to Frenchman Olivier Jobard. His reportage “Liberty or Death” about a group of young Afghans who fled to Europe, appeared in the magazine “Geo”.
The winning photo is out of focus, blurred, the opposite of an obvious staging. For impressively – young men taken in an inflatable boat with waves, out of the boat, the mainland visible, some cities lit up on the coast, directed the heads of the people in the boat to the destination. A document of the refugee crisis
” The documentary photography scored by the drama of the global crisis a boost, “says Peichl. The abundance and density of the images was overwhelming: “There are photos, a pinch breath.” At the same time show the example of Jobard photos, “how blind the policy is partially” says Peichl. For the report, “in the already everything was urgently to see what today holds in suspense throughout Europe”, already -Issue appeared in the “Geo” from May 2014. Peichl: “The message has not been provided by the policy.”
Best Magazine of the Year: “Beef”
More prices: For best magazine, the jury “Beef” Gruner + Jahr. A glossy sheet for men who like to prepare meat and then eat with like-minded people. For Markus Peichl the evidence that publishers today need to focus on very sharp target groups in order to provide them with as high quality as high-priced products. If you spend 40 euros for a piece of Kobe beef, can pay ten euros for a magazine.
Gold for the best newspaper went to the “Süddeutsche Zeitung”. For best newspaper article of the year told the jury “Every word counts,” a series for the Auschwitz trial against SS man Oskar Gröning, which was published in the “BZ” (appears as the “world” at Axel Springer). In the same category, the “PS World” auto insert of received, “Welt am Sonntag”, the silver award.
Best Newcomer Magazine is the magazine “Wired” from the publisher Condé Nast, the German edition of the known technology magazine. Ironically, only that “Wired” in the coming year only four times instead appears ten times as this year. An authority for the proposition that quality and sales success of a title no longer necessarily be in a causal relationship. Silver in this category won the business magazine “Bilanz” Axel Springer, the “world” once a month included and will be sold separately at the kiosk.
The newspaper industry is reinventing itself
The products that would be incurred in publishing houses, were “better than ever” says Peichl, the industry was defending itself by force against loss of sales of their printed media. “But the technological changes have a huge impact.” Simultaneously, the digital journalism will better consuming researched texts would “implement outstanding”. Webzine of the year is “vice” Best independent portal “Netzpolitik.org” page, the Best Start-up the nonprofit App “Share the Meal”, can be secured with the user schoolchildren in Africa a meal.
Despite the change of power of the digital revolution Markus Peichl attests the printed German newspapers a great dynamic. A genus inventive currently once again. What apparently even such almost thought dead leaves as the “New Germany” revived, the former central organ of the SED. Together with the “BZ” the newspaper received the bronze award.
Renaissance or last gasp of an already often written off by supposed experts media format? “What does the future, of course, no one knows,” says Markus Peichl. “The most beautiful horse-drawn carriages were indeed probably built in early 20th century.”
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