Number Three
The thing about innovation is that you know it when you see it.
One version comes from Tribune Co., which has been exuberant about becoming “an oasis of creativity.” Newsies have encouraged us to watch Tribco’s Orlando Sentinel where Sam Zell’s new regime of former broadcasters is touting an innovation model for newspapers. The first sighting: a redesign of The Sentinel leaked by “oppressed” journalists at the Los Angeles Times, also a Tribco paper. Alan Mutter calls the radical format “scary.”
Desperate may be a better word. Radical is fine, but bad is bad. This kind of “innovation” not only gives design a bad name, but it is a cynical assault on real change. Design isn’t the problem at The Orlando Sentinel or most other newspapers. Relevance is. Innovation and creativity are ways to change that story. Tribco could have started by distinguishing its journalism, then designing inspired products that make it immediately accessible and relevant. Instead, Tribco’s shock jocks seem to have taken their lead from the Broadcasters’ Easy Guide to Change: One, change the management. Two, replace the “talent.” Three, after One and Two exacerbate the problem, change the set.
