Home' Technology Review : January 2005 Contents 10
What s Changed about
Technolog y Review?
What have we done to your magazine?
This month, Technology Review in-
troduces a new design, our first since
1998. Maybe no one besides editors
and art directors is very interested in
the details of magazine design: I will
postpone a description of our new
clothes until the end of this column.
But a redesign is also an opportunity
for the editors to reconsider the con-
tents of their publication. Technology
Review will be a di erent magazine---
and our readers and advertisers may
be interested in learning what we have
changed and why we changed it.
Here s one thing that will not change: our subject matter.
Since Technology Review s founding in 1899, we have described
emerging technologies and explained their impact. But with this
redesign, we hope to do more.
. Our frequency, which has been 10
times a year, will increase to 12, and we will publish at least 20
more pages of journalism every issue.
. In other words, we will de ne tech-
nological "impact" more expansively. This month, you will see a
few new sections. They include "Briefcase," case studies that ex-
amine how individual organizations succeed or fail in using new
technologies; "Reviews," which seize upon a book, article, or re-
port, the release of a product, or the occasion of an event to ad-
dress some controversy; and "Synopses," which describe recent,
important technological innovations or scienti c articles and ex-
plain why they matter. Finally, at the very front of the magazine
there is a kind of executive summary of our best articles called
"readme." Each "readme" ends with a call to action: we tell you
what you should do.
, , . We
want our stories to be more thoughtful and analytical. We hope
our style is clear, simple, and economical. We will avoid jargon
and terms of trade. Among our biggest changes is whom we will
publish. The journalists who write for us will be the very best:
writers who are both experts in their elds and possessed of in-
sight, obser vation, and wit. A good example is Sherwin Nuland,
the author of next month s cover story, who has written a critical
pro le of Aubrey de Grey, a promoter of antiaging science at the
University of Cambridge in England. Dr. Nuland is a professor of
surgery at Yale, but he has also written for the New Yorker and
won the 1994 National Book Award for How We Die. A word
about our columnists: every month, we will invite a di erent
technology celebrity to sound o in "Megaphone"; in "Mega-
scope," Ed Tenner will write more soberly about the less obvious
consequences of new technologies.
I hope that these remarks suggest our broader goal: we want
Technology Review to be the best technology magazine in the
world, and the one publication that everyone interested in tech-
nology must read.
And what of the design itself? We owe our new look to Roger
Black and Jackie Goldberg of Danilo Black. Roger Black is per-
haps the most famous living magazine designer, responsible for
the designs of iconic publications as varied as Rolling Stone,
Esquire, the New York Times Magazine, Reader s Digest, and
Foreign Affairs, as well as the logos of Time and Newsweek. Very
brie y, the design s main elements are:
, a lesser-
known Germanic cousin of the classic 18th-century fonts Bodoni
and Didot; a new typeface of our own for headlines called Tech-
baum; and a new typeface for all navigational information called
: whenever you open Technology Review, you should know
where you are, what the section is for, and what any individual
story is about.
represent econometric and scienti c data. We know that you, our
readers, were mostly trained as engineers, scientists, business
managers, and nanciers: you are accustomed to assimilating in-
formation as data, and you d like to see the numbers upon which
we base our analyses.
Bill Emmott, the editor of the Economist, in announcing his
own magazine s redesign, once wrote, "Good design, like good
writing, should blend into the background; it should be the ser-
vant of editors and readers alike, not their master." I could not say
it better myself and will not try. Please write to me at jason.
firstname.lastname@example.org, and tell me what you like or do
not like about our design and new sections. ■
From the Editor Jason Pontin
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