Who’s Afraid of the Big Bad Medium?
IN 2003, long before he was a creative director at Twitter, Douglas Bowman wrote articles about design, posted case studies about his design projects, and shared his photography on his personal/business site, stopdesign.com.
A year previously, Doug had attained instant fame in standardista circles by recoding Wired.com using CSS for layout. That sounds nonsensical nowadays, but in 2002, folks like me were still struggling to persuade our fellow web designers to use CSS, and not HTML tables, for layout. Leading web designers had begun seeing the light, and there had been a sudden profusion of blogs and personal sites that used CSS for layout, and whose markup strove to be semantic and to validate. But nobody had as yet applied web standards to a large commercial site — giving rise to the charge, among Luddite web designers, that standards-based design was “okay for blogs” but had no business on the “real” web.
Then Doug recoded Wired.com with CSS, Mike Davidson did the same for ESPN.com, and all the old reactionary talking points were suddenly as dead as Generalissimo Franco — and the race was on to build a standards-compliant, open web across all content and application sectors.
IN THE PROCESS of helping to lead this sea change, Douglas Bowman became famous, and anybody who was anybody in web design began passionately reading his blog. And yet.
And yet, when Doug had a really big idea to share with our community, he published it on A List Apart, the magazine “for people who make websites.”
Did he do so because blogging was dead? Because the open web was in trouble? Of course not. He did it because publishing on A List Apart in 2003 allowed Doug to share his innovative design technique with the widest possible audience of his peers.
PUBLISHING in multiple venues is not new. Charles Dickens, the literary colossus of Victorian England, did it. (He also pioneered serial cross-cutting, the serial narrative, and the incorporation of audience feedback into his narrative — techniques that anticipated the suspense film, serial television narratives like Mad Men, and the modification of TV content in response to viewer feedback over the internet. But those are other, possibly more interesting, stories.)
Nobody said the open web was dead when Doug Bowman published “Sliding Doors of CSS” on A List Apart.
Nobody said the blog was dead when RSS readers made it easier to check the latest content from your favorite self-publishing authors without bothering to type their personal sites’ URLs into your browser’s address bar.
Forward thinkers at The New York Times did not complain when Mike Davidson’s Newsvine began republishing New York Times content; the paper brokered the deal. They were afraid to add comments to their articles on their own turf, and saw Newsvine as a perfect place to test how live reader feedback could fit into a New York Times world.
When Cameron Koczon noticed and named the new way we interact with online content (“a future in which content is no longer entrenched in websites, but floats in orbit around users”), smart writers, publishers, and content producers rejoiced at the idea of their words reaching more people more ways. Sure, it meant rethinking monetization; but content monetization on the web was mostly a broken race to the bottom, anyway, so who mourned the hastening demise of the “web user manually visits your site’s front page daily in hopes of finding new content” model? Not many of us.
By the time Cameron wrote “Orbital Content” in April of 2011, almost all visits to A List Apart and zeldman.com were triggered by tweets and other third-party posts. Folks were bookmarking Google and Twitter, not yourhomepage.com. And that was just fine. If you wrote good content and structured it correctly, people would find it. Instead of navigating a front-page menu hierarchy that was obsolete before you finished installing the templates, folks in search of exactly your content would go directly to that content. And it was good.
SO JUST WHY are we afraid of Medium? Aside from not soliciting or editing most of its content, and not paying most of its authors, how does it differ from all previous web publications, from Slate to The Verge? Why does publishing content on Medium (in addition to your personal site and other publications) herald, not just the final-final-final death of blogging (“Death of Blogging III: This Time It’s Personal”), but, even more alarmingly, the death of the open web?
You may think I exaggerate, but I’ve heard more than one respected colleague opine that publishing in Medium invalidates everything we independent content producers care about and represent; that it destroys all our good works with but one stroke of the Enter button.
I’ve even had that thought myself.
But isn’t the arrival of a new-model web publication like Medium proof that the web is alive and healthy, and spawning new forms of creativity and success?
And when the publisher of a personal site writes for Medium, is she really giving up on her own site? Couldn’t she be simply hoping to reach new readers?
(If she succeeds, some of those new readers might even visit her site, occasionally.)
Thanks to Bastian Allgeier for inspiring this post.
Originally published at www.zeldman.com on April 20, 2015.
Designing and blogging since 1995, Jeffrey Zeldman is the publisher of A List Apart Magazine and A Book Apart, co-founder of An Event Apart design conference, and founder and creative director of studio.zeldman. Follow him @zeldman.
This article has been translated into Chinese.