Andrew Zuckerman has a great new book coming out called Wisdom and instead of just announcing it on his portfolio site he created a whole new website for the book (here). In fact he’s done that with his other projects as well: Creatures (here) and High Falls the movie (here).
Emerging trend or passing fad?
I’m into it. I don’t think it’s necessary to hang everything off the same url anymore. The better search becomes and the more that people are talking about photography and photographers online the less likely people will find you by simply typing your url into the browser. What I really like about it tho is how easy the work is to pass along now and how it suddenly doesn’t exist as just a portfolio piece but instead becomes a finished product. This is how things spread and turn up in unlikely places and get discovered by people who otherwise would never know your name.
This is the hardest thing for media companies to understand. They think about the brand and about making sure everything is in one place where it can be controlled, but that actually ends up preventing people from running into you in unlikely places and therefore prevents casual readers from discovering a piece that’s relevant to them. The casual readers are who’s leaving magazines because it’s just not worth the effort anymore for the 1 or 2 stories that you found interesting and because it’s more convenient to find them online. You can capture them back again if you are willing to let the content go free and roam around unlikely places to be discovered.
Anyway, it makes me think about the lists I make and the projects I’ve done with photographers. I think it would be cool to do a few things and then set them free and see where they turn up, who runs into them and how popular they might become.