What Was Google Thinking When It Launched Think Quarterly?

I was thinking about what Google was thinking when they launched their online magazine “Think Quarterly?” They made some confusing decisions regarding their first step in this category.

Although they hire the best writers, illustrators, and designers, there are still some areas where I think, what were they thinking?

Not For Print With Print Format

First, their font is so small to read that you can’t understand a single word without zooming. So, to move on the next page, zoom out, move next, then zoom in again.

Assuming that it can make you read, then comes the font itself. It is either too thin or hard to skim through. It’s like someone changed his mind at the last moment. ‘No, I don’t want it printed; upload it online immediately. Great!’

Then you can’t jump to the required topic right off the moment. Enter the exact page number, predict your topic on it, or find it shuffling through pages. For an e-magazine, there are many factors that they can improve.

Not For Normal Consumers

However, somehow, they printed some copies, but for who? They only sent the hard copies to CEOs, Presidents, Prime Ministers, and some special personalities. But wonder me, this magazine itself is only UK-exclusively.

Mostly it is distributed to the business owners and Google’s advertising partners. It’s like transferring a confidential file between desks at a stage where millions of eyes are on you.

According to Matt Brittin, Managing Director of Google:

“Our first issue is dedicated to Data – amongst a morass of information, how can you find the magic metrics that will help transform your business? We hope that you find inspiration, insights, and more, in Think Quarterly.”

You who? Me? I don’t think so!

“At Google, we often think that speed is the forgotten ‘killer application’ – the ingredient that can differentiate winners from the rest. We know that the faster we deliver results, the more useful people find our service.”

But what if, while getting the fastest speed, you miss out on your potential readers? Let’s say they don’t make it free like their other tools and services (GOD will bless them for those). But at least Google should make it accessible to the users commercially.

So-Called “Book”

For the ‘limited-edition’ magazine, Google staffers get into work to write some best business advice and techniques. Also, they hired some freelancers and were told they were writing a book. So, this ‘book’ contained 68 pages and was sold only to the persons (according to Google) who deserve it.

Some Positive Aspects

But it doesn’t mean I only hated this ‘book,’ there are also some things in which Google proved why they are the mega-giant in the industry.

Let’s talk about the design. They partnered with a creative agency named The Church of London. Then the layout and design of the website are also sleek and decent (if you are able to open it). Moreover, the mobile and iPad versions are decent too.

“But in a world of accelerating change, we all need time to reflect. Think Quarterly is a breathing space in a busy world. It’s a place to take time out and consider what’s happening and why it matters.”