At Hammock, we have published both print and digital publications for over two decades. There are many things print publications can convey and accomplish that will never be achieved on a screen. Likewise, there are many things about a digital publication experienced on the screen of an iPad or Kindle that are rapidly gaining popularity among readers.
So, we believe in the power of both print publications and digital publications. But, we strongly suggest that if you want readers to find your publication compelling on a screen, know that you can no longer merely replicate the format of the print version and post it on the Web.
We even use two different terms to describe publications that are delivered to readers via the Internet. The first is a “digitized publication” which refers to a publication that is designed originally for print. The print layout is then converted into a digital format that resides on the Web in a way that attempts to replicate a print magazine in a virtual fashion — they are the publications you see that look like PDFs with the added feature of allowing you to pretend you are flipping page.
Along with “Semper Fidelis,” “Devil Dog” and “OORAH,” one of the U.S. Marine Corps’ traditional mantras has been “improvise, adapt and overcome.” The Marines have prided themselves on being the tip of America’s spear, which means hitting first, hitting fast and encountering the unexpected and unplanned for. Tough to do, but an unbroken string of successful amphibious assaults going back to the Revolutionary War speaks for their ability to make do.
Their talents are being tested again as deep funding cuts triggered by sequestration force the Marines, and the rest of the Department of Defense, to delay, scale back and scrap equipment updates, training programs and other operational necessities.
Two years ago, Bret Victor, a former Apple designer whose job was to experiment with new ways for users to interact with technology, wrote a blog post titled, “A Brief Rant on the Future of Interaction Design.” In it, he challenged developers to broaden their visions of future interactions with technology beyond the cliché of pointing and dragging with one’s fingers. Why use just fingers when you can use a person’s entire hand, or even their entire body? he asked.
Don’t you want to grab one of the crisp red apples that grace the cover of the September/October issue of American Spirit*? Our feature takes readers through the history of how apples became “our democratic fruit.” Just as they set down their own roots on American soil, settlers bringing seeds to the New World in 1620 carefully nurtured the fruit-bearing trees, and it wasn’t long before apples became a staple of the nation’s diet. Today they’re a unique symbol of our cultural heritage.
Revolutionary spirit (often aided by a “flagon,” or pitcher, of apple cider) certainly was fomented in Colonial taverns. We talk with members of Flagon and Trencher, a lineage society that celebrates tavern keepers licensed prior to 1776 and honors their spicy ancestors’ unique contributions to the Revolution.
Here at Hammock we tend to subscribe to Natalie Portman’s philosophy that, “Awards are so unnecessary because [we] think we get so much out of our work just by doing it. The work is a reward in itself.” But that’s never stopped us from entering competitions or spreading the news of our success when we receive an award.
We recently learned that work we’ve done for clients received a total of five APEX Awards for Publication Excellence this year, including yet another Grand Award for American Spirit, the member magazine of the National Society Daughters of the American Revolution.