The headline grabbed my attention immediately: Why Quartz is learning to love the homepage, especially as I was preparing a presentation for my panel participation for Thursday's Tow Center one-day conference, Journalism + Silicon Valley at Columbia University. One of the hot topics: how home pages are not the main landing spot for readers of newspapers and magazines.
So, the news that Quartz is planning to put more emphasis on its home page surprised me. Quartz introduced a homepage in 2014, and it models it on its Daily Brief email newsletter. It is clean and easy to follow. I should add that it is visually inviting.
But, what do the folks at Quartz know that the rest of the industry doesn't? For most publishers, the home page is going the way of the printed front page.
Quartz is announcing that :
Along with more editorial content, the homepage also will feature more native ad placements, a change that could help Quartz capture more branded content ad dollars, said James Harris, chief digital officer at media agency Carat Global.
As I look at www.qz.com, this website shows us that this is NOT your typical, non hierarchical, busy home page.
Quartz’ current home page is more like a spacious ballroom that not only invites you to dance, but allows you the space to do the salsa, the twist or the tango without fear of running into that couple next to you.
The design of Quartz’ existing website opens with a large image that indicates the story editors want you to see as the most important. After that, summaries of stories, surrounded by white space, are easy to scroll through and access. Not only is there ample white space around the summaries, but also between them.
I applaud Quartz faith in the home page, although I am not so sure that this is the way to go. But, who knows? Those Quartz folks are smart and well informed. They must know that, in their case, the home page will bring people through the main door and not the kitchen door.
Not to be ignored, the design of the Quartz home page offers visual contrast and texture. One does not scroll into ad infinitum without seeing visual variety.
If there is a website that can make the home page relevant again, it is Quartz, without a doubt. I am going to watch with great interest.