Will iPad save the traditional newspaper?

Tamae Seki
CMJR 350
Feb 1st 2010

Major Analytical Paper: The Future of Journalism
Would traditional newspaper will be saved by the iPad?

While varieties of new media are being produced every day, on its behind, the traditional media, which obviously refers to printed newspaper, magazine and publishing industries, are at their edge of survival. Being the oldest media form, printed media has been our essential needs, and it has supported and prospected our society almost over 100 years. However, as the time goes, the old always fade away. Within past five decades, the decline of newspaper circuration and its reader has been obvious. Contrary, the number of shutting down window and layoff people drastically increases. New graduates who was dreaming to be and being passionate about journalists, when they come to reality, had to be disappointed. Living in such dark reality which allowed no hopes or even small thoughts on any future career, journalists are worried and in depressed way.

This changing reality has impact on people’s everyday life as well. What is it to have no newspaper in the morning? What will be our main information sources? Are there any sources that are as credible as newspaper? Since newspaper had been part of our life more than 100 years, for most of people, the future of journalism is considerable issue. The crisis of newspaper is same feeling of which you are about to lose someone important, someone who has been in most of your life as supporting and giving advises. That said, a significant controversy over this valuable issue is taken place ongoingly.

In discussion of future of journalism, one controversial issue has been the development of iPad. This year at the end of January, the latest high- tech device was introduced from Apple, so called “iPad”. While it was an attention gather product with its design which fascinated the whole world, it also brings significant controversy on the issue of journalism future. On one hand, people argue that iPad will save the future of journalism. On the other hand, people say that it does not have any effect on journalism’s survival in the modern media. Others even maintain the neutral, saying iPad would save the future of journalism in certain degrees but not in some degree. When it comes with something new, people tends to think everything news is cool. In iPad’s case, numbers of people must thought that this new device will save the newspaper from its crisis; always thanks to the news product! But, hold on. The questions have to be raised here-Is it really? Will new device really save the future of journalism? To get the answer, we need to analyze each argument so that we can grasp the idea of iPad as a positive tool for newspaper or not.

At the Kayote of Apple on January 27th, CEO Steve Job introduced its latest high-tech device “iPad”. During the presentation, Steve argued that iPad will revolutionarize the newspaper industry. Job’s persuasive presentation is well-known, and he ensured audience that it is true. It is obvious that Job’s argument on iPad inspired audience through his rhetorical skill. However, rather than talking about his presentation style, I will focus on one particular argument in whole presentation: iPad will reactivate the newspaper industry.

As he demonstrates how to use the devise, he brought up the New York Times website on the iPad screen. Then simply he just began to play around with device; opening up an article, enrage images, flip the pages etc. He didn’t say much word. He was into reading the article by iPad. This is the biggest part of how Steve Job argued the reactivation of Newspaper industry by iPad. By showing how interesting to read article with iPad, and showing how the audience are interested into Steve’s stage demonstration, he argued newspaper industries (especially New York Times since they were at the Keyote) the power of iPad. Another rhetorical skill is Steve Job was reading the articles and using the device so naturally. It made the industries to imagine their future with iPad so easily. During the demo, Steve emphasized the simplicity of its use by both his action and words. As he moves the screen lightly with his one finger, he said “that’s simple!” He never said words in how this devise would reactivate newspaper industry. But he constantly used the word “simple”.

His claim of the power of iPad to reactivate newspaper industry was indirect and hidden. However, with emphasizing its simplistic use, neatness of the articles seen on the screen, the audience’s positive reactions for its design, and of course, with his astonishing skill of presentation, Steve Job made the hidden claim appeal to the intended audience, newspaper industries. This Steve Job’s success made me think that power of hidden and direct argument. Steve Job’s presentation seemed to be an argument for the consumers to tell how iPad is cool device that everyone must get. Steve succeeded in this argument with his presentation skill of course, however, it wasn’t the everything. Steve secretly or indirectly had raised the claim for newspaper industries, that iPad can save them. With success of the first argument, he succeeded the second argument. This dual argument is the secret of Steve Job’s rhetorical skills and his success.


While Steve Job showed his elegant presentation, Ezra Kevin objected to Job arguing that iPad will not save the future of newspaper. Let’s see what he has to say about iPad and the future of newspaper, and how he constructed his argument.