Comments on He Ain’t Snowfalling, He’s My Brother

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  1. Great points about the need for experimentation. Also important to acknowledge is how deeply digital media is scarred from the weight of its print-based past. I am very sympathetic to all creative thinkers trying to break the monstrous constraints of the past.


    The problem with Snow Fall in particular is that, despite being bold and impressive, it’s also editorially Skeumorphic and in my humble opinion concentrates on decorative elements, eye-candy, while taking-away from the actual text of the story (I wrote more about it here:  Bottom-line: design should never be decoration, it should contribute to the substance and, preferably, get out of the way.

    In a stark contrast, I think, is the similar attempt by Guardian: where the same design techniques actually greatly enhance the reader experience.

    Just my 2c. Thanks for raising an important topic and inviting an open discussion.

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  2. love this line: “The biggest knock against “Snow Fall”–style pieces is that they seem to take a lot of time and effort to produce. Now, last time I checked, plenty of things worth doing take time and effort.”

    I’m a continually puzzled by the reluctance to put time and effort into making quality content. I understand that budgets and time may be restricted. But if you’re not taking the time and effort to make good content, you’re wasting your time and money anyway.

    Great article, David. Thanks.

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  3. Great post. I fully agree with your points on “things worth doing take time and effort” and on the need for experimentation, especially for a relatively new medium.

    There’s another facet to the time and effort argument: at some news organizations, the teams responsible for all of the org’s products and platforms also work on editorially-driven initiatives. Some orgs have their own interactive teams, but when there’s not a dedicated team, the trade-off of the time and effort spent on a single piece like Snowfall that is not directly reusable or scalable to other stories (learnings, techniques, sure..) is that other products are de-prioritized.

    When I was at Newsweek and ABC News, this trade off was very real. There were critical ux bugs in products millions of people were using but we weren’t able to address them because of a focus on editorial one-offs.  I recognize not every news org faces those same constraints or problems.

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  4. I’ve got mixed feelings on these pieces, because fundamentally I agree with the need to experiment and push the boundaries, but on the other hand, get off my lawn I’m trying to read here.

    I actually feel the complete opposite WRT Snowfall vs. the NSA piece. Reading for me is a flow activity, it can take time to get immersed in the piece, and Snowfall offers long swathes of uninterrupted text to do that. OTOH the Guardian piece reads like a Powerpoint presentation to me, with too many breaks in the text flow. There’s an issue with throwing in too much material as well, where something like slide decks might be better linked as supplementals.

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  5. @David, with arguable success, I tried to define “Editorial Skeuomorphism” as a broader definition for context mismatch rather than just: medium mismatch, as in the “traditional” skeuomorphism.

    Or in plain English: I agree with you that it’s not how much effort they spent that is the problem, but I think the end result takes attention away from the primary content rather than enriching it.

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  6. Do you have any specific examples of tools or javascript libraries for making “snowfalls” or maybe, “making it snow”?

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  7. I understand the concerns about how these types of design approaches impact readability. I tend to feel that they enhance readability by expanding the experience through a more realized use of the medium. As we do more and more communicating online, journalism has the opportunity to expand on how stories are told.

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  8. @mcburton Well, I developed Tarbell ( to help with producing this type of story. The Chicago Tribune has used it for 50+ projects and there’s probably 20 or 30 projects out there made by others using the tool, a number which is quite rapidly growing with a major new release a couple weeks ago.

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  9. I think this article is right-on about R&D. Here’s an instructive story:

    It took two devs about three days to build to go along with a story about how guns get into the city of Chicago. It was cool, but that’s a lot of effort for a story that had anemic pageview numbers.

    A couple of colleagues saw it and thought the format might work well with our overnight crime reporting. So we built a little standalone tool to generate more stories like it (see for an example).

    These stories individually do about 5-15% better traffic than regular crime stories on our CMS, and serve a new ad on every slide. It’s a marginal improvement, but because we wrote a generator that mostly automates the process, our breaking desk can crank these out daily without disrupting their normal workflow. 5-15% more traffic and 4-8x more ad impressions adds up to quite a bit of extra engagement and revenue over a year-long period.

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  10. I totally agree that it’s important to encourage the news sphere to continue experimenting and tinkering.  But if you’re going to run experiments, you need to have clear metrics.  I wonder, inside the Guardian or the Times, how success is defined when it comes to these new types of presentation. Does it all come down to pageviews and shares? Or are they shooting for deeper focus/engagement/retention on the part of the reader?

    My knock against these types of articles isn’t that they take too long to produce, it’s that they often create unnecessary distractions, breaking up the reader’s flow and actually impeding their ability to focus. But I have no idea whether that’s actually a concern inside these newsrooms or whether they’re testing engagement at this level.

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  11. I loved that Snow Fall was, first and foremost, a new way to engage readers in news content. If no one read the whole thing, I bet they at least skimmed through it and learned more about the story than if they had been confronted with a typical long-form article.

    What’s sad to me is that, for the majority of small newspapers across the country, this type of storytelling is unachievable. Strapped by layoffs, awful and constrictive CMSs and dwindling ad revenue, this type of effort and flexibility is exclusive to the New York Times and similarly large organizations.

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  12. Sorry, commenting is closed on this article.