The latest issue of this on-line magazine is out now, but from my point of view This is Fly is a magazine going downhill rapidly, a continuing trend I am afraid.
Much of the writing is plain bad; jargon ridden and inner-circle stuff. Add to this art direction which ranges from plain confusing to needless space filling and too often, most often, bearing little relationship to the subject matter.
The best (worst?) example of this lack of good design is on, around, over and under an article on the ‘Long Haul’, a very good insight into a valuable adaptation of the ‘double haul’. It requires too much effort to connect the disparate pieces to easily grasp the information. Sad waste of good material.
Still the advertisements are pretty.
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