Safari 5’s “Reader” and the death of web publishing

In all of the hullabaloo surrounding Apple’s announcement of the iPhone 4, it was easy to miss the announcement of Safari 5, the latest version of Apple’s web browser. And it was even easier to overlook the announcement of one of Safari 5’s features. But now that Safari 5 has been in the wild for a bit, this particular feature has been getting more and more attention, and I think there’s more to come as people work through its potential ramifications.
The feature in question is “Safari Reader”, which allows you to view a streamlined version of a website’s news articles and blog entries. Or, as Apple puts it:
Safari Reader removes annoying ads and other visual distractions from online articles. So you get the whole story and nothing but the story. It works like this: As you browse the web, Safari detects if you’re on a web page with an article. Click the Reader icon in the Smart Address Field, and the article appears instantly in one continuous, clutter-free view. You see every page of the article—whether two or twenty. Onscreen controls let you email, print, and zoom. Change the size of the text, and Safari remembers it the next time you view an article in Safari Reader.
Most users will probably consider this a very welcome feature, especially in light of the fact that web advertising has consistently grown more obnoxious over time, thanks to obtrusive techniques and gimmicks such as fly-out ads (which lurk in a webpage’s corner and “fly out” when you mouse over them), “in-text” advertising (which highlights certain words on a webpage and displays a popup with ads when you mouse over those words), and splitting articles across multiple pages (which increases the number of ad impressions for the entire article). Safari Reader provides a nice escape from these things and gives you quick and easy access to nothing but the content that you came to the website for in the first place.
(Admittedly, this isn’t anything new. Readability is an add-on for Firefox, Chrome, and Safari that does much the same thing. Ad blocking software has been around for a long time. And many sites offer their content ad-free, or relatively ad-free, in their RSS feeds. But as far as I know, this is the first time it’s been a browser-level feature.)










