#long-form-storytelling

#long-form-storytelling

When Gay Talese's landmark profile, "Frank Sinatra Has a Cold," appeared in Esquire in April 1966, it marked a pivotal moment in the evolution of journalism. This was the birth of what came to be known as New Journalism - a narrative-driven style that blended rigorous reporting with literary techniques, placing the reporter's voice and observations at the heart of the story.

It was the ideal duration for those watching at home (mainly women) to become familiar with a product and (hopefully) become convinced of its benefits. Sixty seconds was chopped to thirty in the 1970s - not because of changing attention spans, but because of cigarettes. To make up for revenue losses following the ban on cigarette adverts, television networks started shaving down ad lengths, and this shaving continued into the 1980s, when 15-second commercials were introduced.