New York Magazine’s new fashion site called The Cut is an example of responsive design, a technology for formatting “on the fly” across multiple devices. According to Digiday, the advantage of a responsive design approach is that the publisher can design once rather than platform by platform. Michael Silberman, general manager of digital for New York Magazine said the publisher was building the site for the future. “This is where the industry is heading.”
There is a cost savings in responsive design, since publishers don’t have to design multiple templates for a myriad of mobile devices. Users also like it since there is a commonality in design across multiple devices. Workflow advantages include cutting coding and build time. “The promise is that it can be done without dumbing down the design to the lowest common denominator.”
Publishers just expect advertising technology to keep up with the new trend. However, New York Magazine will build custom ad units for its advertisers, which is unsustainable for most publishers.