Writing about the future: white paper on technology in 2030

Modern Copy have been writing copy for Grant Thornton for over five years, creating published reports on fields as varied as property, logistics, healthcare, education and technology. Our latest copywriting commission from the global financial advisory and auditing company was a white paper on technology in 2030. This covered a conference in late November where several tech pioneers and futurologists presented the evidence for their own visions of the world in 2030: fascinating material to work with.

Download and read the report here: Grant Thornton white paper on technology in 2030

How to get information to readers in different streams

An infographic explaining eight key issues about digital magazine editions in the UK infographic on digital magazines

We’ve been working for the last month or so with, the UK’s first (and so far, only) independent portal for digital magazines. Our content strategy has been multichannel, addressing the different issues that face the many users of digital magazines. That includes white papers for the commercial interests, press releases and PR decks for the journalists and this neat infographic for the online media. Channeling your data in a new way like this doesn’t change the message, but affects the outcome of your strategy. A fragmented readership can be an advantage in many ways, giving you a good opportunity to write for specific markets one at a time. Enjoy the infographic – you might even be one of the 24% of Britons reading it on a tablet…

Talking about sound in The Sunday Times

Modern Copy have lots of technology clients: some come to the company for branding or packaging, some for online content. We’re lucky because we get to test out some fantastic pieces of tech kit. Quite apart from our tech clients, however, we also get to test new equipment for The Sunday Times. Last week we reviewed the latest models of wireless, multi-room audio kit. Writing about sound is one of those esoteric disciplines that we rarely think about. It’s like describing flavours, in a way: a sensorial transcription. Too much information can leave readers feeling overloaded and confused, too little can look like you’re not grasping the nettle.

We thought we’d share this article as an interesting news item, as well as a useful exercise in balancing technological facts with sensory description.  Read it here: Wireless multi-room audio

Lifelogging cameras challenge naming conventions

A photo of the white Narrative Clip lifelogging camera

The Memoto – or Narrative Clip

Modern Copy write about technology for quite a few commercial clients – we recently named Tesco’s THX electronic styling range, we’ve handled content for QinetiQ’s in-house magazine and we’ve just finished a project on cloud computing for a financial services client.

We’ve just finished writing a contribution for a newspaper about a new technology that could change many of our lives: lifelogging cameras.

Simply put, they’re wireless buttonhole cameras that take still photos of your everyday life – around 2000 photos a day.

The two main players are Autographer (launched last month) and Memoto (launching next month). Memoto, a Swedish company with venture backing, has just announced a last-minute name change to ‘Narrative Clip‘.

Let’s talk about names. Autographer is descriptive, evocative and classy. It tells you the owner is individual, has a mark to make in the world and wants to do it independently. It may sound a bit vintage to some, but the photographic link is clear.

Memoto is weird, but memorable. Again, it’s individual, but quirky and modern – nearly robotic, perhaps a touch of Japanese cool in there too. It rhymes with photo, but that’s a fairly weak connection.

Narrative Clip? The concept is to bring out the lifelogging aspect more, to accent the idea that your life is a story unfolding, a story that the camera helps you tell. The clip part has a double meaning. Firstly, it physically clips to your clothes. Secondly, it creates ‘clips’ in photos – but doesn’t that suggest it shoots movies, too? (It can’t shoot video.)

‘Narrative’ is now the company name, too, opening up more possibility for stretching the brand, but I’d say ‘Narrative Clip’ is a pretty dull effort compared to their previous product name.

We tested both cameras, and they’re fantastic, by the way. You can read what we thought in this weekend’s Sunday Times.