Jacek Utko: Can design save the newspaper?

Prevodilac: Mile Živković Lektor: Anja Saric

Newspapers are dying for a few reasons.

Novine izumiru iz nekoliko razloga.

Readers don't want to pay for yesterday's news, and advertisers follow them.

Čitaoci neće da plaćaju za jučerašnje vesti, a prate ih i oglašivači.

Your iPhone, your laptop,

Vaš telefon ili vaš laptop,

is much more handy than New York Times on Sunday.

puno su pristupačniji od nedeljnog Njujork Tajmsa.

And we should save trees in the end.

I svakako bi trebalo da sačuvamo drveće.

So it's enough to bury any industry.

Ovo je dovoljno da zakopa bilo koju granu industrije.

So, should we rather ask, "Can anything save newspapers?"

Možda bi bolje bilo pitati: "Može li bilo šta spasiti novine?"

There are several scenarios for the future newspaper.

Postoji nekoliko scenarija za novine budućnosti.

Some people say it should be free;

Neki kažu da treba da budu besplatne;

it should be tabloid, or even smaller: A4;

treba da budu u formatu tabloida ili čak manje: A4.

it should be local, run by communities,

Treba da budu lokalne i da ih vode zajednice

or niche, for some smaller groups like business --

ili stručne, za manje grupe poput zanimanja -

but then it's not free; it's very expensive.

ali onda ne bi bile besplatne nego veoma skupe.

It should be opinion-driven;

Treba da budu vođene stavovima;

less news, more views.

manje vesti, više mišljenja.

And we'd rather read it during breakfast,

I radije bismo ih čitali tokom doručka,

because later we listen to radio in a car,

jer kasnije slušamo radio u kolima,

check your mail at work and in the evening you watch TV.

na poslu proveravamo poštu, a uveče gledamo TV.

Sounds nice, but this can only buy time.

Zvuči lepo, ali ovo može samo da bude privremeno rešenje.

Because in the long run,

Zato što mislim da na duge staze,

I think there is no reason, no practical reason

ne postoji nijedan praktičan razlog

for newspapers to survive.

za opstanak novina.

So what can we do?

Dakle šta možemo da uradimo?

(Laughter)

(Smeh)

Let me tell you my story.

Da vam ispričam svoju priču.

20 years ago, Bonnier, Swedish publisher,

Pre 20 godina švedski izdavač Bonijer,

started to set newspapers in the former Soviet Bloc.

počeo je da plasira novine u bivšem sovjetskom bloku.

After a few years, they had several newspapers in central and eastern Europe.

Nakon par godina imali su nekoliko novina u centralnoj i istočnoj Evropi.

They were run by an inexperienced staff,

Njima je upravljalo neiskusno osoblje,

with no visual culture, no budgets for visuals --

bez vizualne kulture i budžeta za vizualni izgled -

in many places there were not even art directors.

na dosta mesta uopšte nije bilo umetničkih direktora.

I decided to be -- to work for them as an art director.

Odlučio sam da radim za njih kao umetnički direktor.

Before, I was an architect, and my grandmother asked me once,

Pre toga sam bio arhitekta i moja baka me je jednom pitala:

"What are you doing for a living?"

"Čime se baviš?"

I said, "I'm designing newspapers."

Rekao sam: "Dizajniram novine."

"What? There's nothing to design there. It's just boring letters"

"Molim? Nema tu šta da se dizajnira. To su samo dosadna slova."

(Laughter)

(Smeh)

And she was right. I was very frustrated, until one day.

I bila je u pravu. Bio sam veoma isftrustriran, sve do jednog dana.

I came to London, and I've seen performance by Cirque du Soleil.

Došao sam u London i video nastup Sirk di Solej.

And I had a revelation. I thought,

Doživeo sam otkrovenje. Pomislio sam:

"These guys took some creepy,

"Ovi ljudi su uzeli jedan jezivi,

run-down entertainment,

propali oblik zabave,

and put it to the highest possible level of performance art."

i podigli ga na najveći mogući nivo izvođenja umetnosti."

I thought "Oh my God, maybe I can do the same with these boring newspapers."

Pomislio sam: "O Bože, možda mogu da uradim isto to sa ovim dosadnim novinama."

And I did. We started to redesign them, one by one.

I to sam i uradio. Počeli smo sa redizajnom, jednih po jednih novina.

The front page became our signature.

Naslovna strana postala je naš pečat.

It was my personal intimate channel to talk to the readers.

To je bio moj lični intimni prozor za komunikaciju s čitaocima.

I'm not going to tell you stories about teamwork or cooperation.

Neću vam pričati o timskom radu ili saradnji.

My approach was very egotistic.

Moj pristup bio je veoma egoistički.

I wanted my artistic statement,

Želeo sam svoj umetnički izraz,

my interpretation of reality.

svoje tumačenje stvarnosti.

I wanted to make posters, not newspapers.

Želeo sam da pravim postere, ne novine.

Not even magazines: posters.

Čak ne ni magazine: samo postere.

We were experimenting with type,

Eksperimentisali smo sa slovima,

with illustration, with photos. And we had fun.

sa ilustracijama i slikama. I bilo nam je zabavno.

Soon it started to bring results.

Uskoro je počelo i da donosi rezultate.

In Poland, our pages were named

U Poljskoj, dobili smo titulu

"Covers of the Year" three times in a row.

najbolje naslovne strane, tri puta zaredom.

Other examples you can see here are from

Drugi primeri koje ovde možete videti

Latvia, Lithuania, Estonia

su iz Letonije, Litvanije i Estonije -

and central European countries.

iz zemalja centralne Evrope.

But it's not only about the front page.

Ali nije sve u naslovnoj strani

The secret is that we were treating

Tajna je bila u tome da smo se prema celim novinama

the whole newspaper as one piece,

odnosili kao prema jednom komadu,

as one composition -- like music.

kao jednoj kompoziciji - poput muzike.

And music has a rhythm, has ups and downs.

A muzika ima ritam, uspone i padove.

And design is responsible for this experience.

I dizajn je zaslužan za ovakvo iskustvo.

Flipping through pages is readers experience,

Listanje stranica je iskustvo čitaoca,

and I'm responsible for this experience.

za koje sam ja odgovoran.

We treated two pages, both spreads, as a one page,

Odnosili smo se prema dvolisnici kao prema jednoj strani,

because that's how readers perceive it.

jer su je tako posmatrali čitaoci.

You can see some Russian pages here which got many awards

Ovde možete videti neke stranice iz Rusije koje su dobile puno nagrada

on biggest infographic competition in Spain.

na najvećem takmičenju infografika u Španiji.

But the real award came from Society for Newspaper Design.

Ali prava nagrada je bila ona od Udruženja za dizajn novina.

Just a year after redesigning this newspaper in Poland,

Samo godinu dana nakon redizajniranja novina u Poljskoj,

they name it the World's Best-Designed Newspaper.

nazvali su ih najbolje dizajniranim novinama na svetu.

And two years later,

I dve godine kasnije,

the same award came to Estonia.

ista nagrada je otišla u Estoniju.

Isn't amazing?

Zar to nije neverovatno?

What really makes it amazing: that the circulation of these newspapers

Ono što je zaista neverovatno je da je tiraž ovih novina

were growing too.

takođe rastao.

Just some examples:

Evo nekih primera:

in Russia, plus 11 after one year,

u Rusiji, povećanje za 11% nakon jedne godine,

plus 29 after three years of the redesign.

za 29% nakon tri godine od redizajna.

Same in Poland: plus 13, up to 35 percent

Isto i u Poljskoj: povećanje od 13 sve do 35%

raise of circulation after three years.

nakon tri godine.

You can see on a graph,

Na grafikonu možete videti

after years of stagnation, the paper started to grow,

da su novine počele da rastu nakon godina stajanja,

just after redesign.

tek nakon redizajna.

But the real hit was in Bulgaria.

Ali pravi uspeh bio je u Bugarskoj.

And that is really amazing.

I to je zaista neverovatno.

Did design do this?

Da li je dizajn zaslužan za ovo?

Design was just a part of the process.

Dizajn je bio samo deo tog procesa.

And the process we made was not about changing the look,

A proces se sastojao ne samo od menjanja izgleda,

it was about improving the product completely.

nego i od potpunog unapređivanja proizvoda.

I took an architectural rule about function and form

Uzeo sam arhitektonsko pravilo o funkciji i formi

and translated it into newspaper content and design.

i primenio ga na sadržaj i dizajn novina.

And I put strategy at the top of it.

I na čelo svega sam stavio strategiju.

So first you ask a big question: why we do it? What is the goal?

Prvo ćete pitati: Zašto radimo ovo? Šta je cilj?

Then we adjust the content accordingly.

I onda podesimo sadržaj po potrebi.

And then, usually after two months, we start designing.

I onda, obično nakon dva meseca, počnemo sa dizajniranjem.

My bosses, in the beginning, were very surprised.

Moji šefovi su bili veoma iznenađeni na početku.

Why am I asking all of these business questions,

Zašto sam postavljao sva ta poslovna pitanja,

instead of just showing them pages?

umesto da im pokazujem stranice?

But soon they realized that this is the new role of designer:

Ali uskoro su shvatili da je ovo nova uloga dizajnera:

to be in this process from the very beginning to the very end.

da bude uključen u ovaj proces od početka do kraja.

So what is the lesson behind it?

I koja je pouka svega ovoga?

The first lesson is about that design can change not just your product.

Prva je ta da dizajn može da promeni više od vašeg proizvoda.

It can change your workflow -- actually, it can change everything in your company;

Može da promeni vaš način rada - zapravo može da promeni sve u vašoj kompaniji;

it can turn your company upside down.

može da je okrene naglavačke.

It can even change you.

Može da promeni čak i vas.

And who's responsible? Designers.

I ko je odgovoran? Dizajneri.

Give power to designers.

Dajte moć dizajnerima.

(Applause)

(Aplauz)

But the second is even more important.

Ali druga pouka je još bitnija.

You can live in a small poor country, like me.

Možete živeti u maloj, siromašnoj zemlji, kao i ja.

You can work for a small company,

Možete raditi u maloj kompaniji

in a boring branch.

i u dosadnoj grani posla.

You can have no budgets, no people --

Možete da nemate nikakav budžet, nikakvo ljudstvo -

but still can put your work to the highest possible level.

ali opet možete podići svoj rad na najviši mogući nivo.

And everybody can do it.

I svako može to da uradi.

You just need inspiration, vision and determination.

Samo vam treba inspiracija, vizija i odlučnost.

And you need to remember that to be good

I morate da zapamtite da nije dovoljno

is not enough.

samo biti dobar.

Thank you.

Hvala vam.