Native to the Medium
It’s very easy to tell when a consumer service is made native to the medium through which it’s communicated. For example, Gawker.com would look silly on newsprint, just like newspapers like continue to stumble their way through transferring their content online.
In theory it should be possible to separate content from its distribution channel, and, ideally, distribute the same content through as many channels as possible to maximize audience reach. In practice, the core medium in which the content lives looks the best, and every other medium feels dull and diluted by comparison.
Think about reading Foxtrot online instead in the newspaper… doesn’t quite feel right. Likewise, what if newspapers started printing XKCD… it would just look wrong, wouldn’t it?
I just read (via tedr via sarahkunst) about an iPad-only magazine being released, called POST. It feels more like an art project than a magazine (for example, it will only be published four times per year…), and this isn’t the first iPad-only magazine (offerings from Virgin and News Corp are available or imminent). But, if nothing else it will be native to the iPad medium, and for that reason, I’m excited.
Whether you’re starting a website, opening a lemonade stand on the corner, or launching a telegraph dating service, you have to think about the medium in which your working and what are its strengths and weaknesses.
The Blair Witch Project was lauded for turning the traditional weaknesses of low budget film making (shaky cameras, bad lighting, crappy mics) into strengths that enhanced the suspense and horror of the film. It was a film that was native to its medium. The success of Blair Witch reminds me of Instagram and Hipstamatic’s similar success: they knew the lenses on iPhones were crappy, so they found ways to use that weakness to their advantage (cool filters, low resolution file transferring, and intentionally retro looks).
When you see a web service that is native to the medium, it feels authentic and fun. It’s not something you can fake and requires designers and technical visionaries the live, eat, sleep, breathe the internet to execute properly.