The Internet Drives Our Thirst For Narrative.

Every business, foundation, technology and especially every brand, requires a story.
People remember story long after they have forgotten the product.
All good salesmen know this.

Short Attention Span Or Not

The Poynter Institute’s recent survey The Myth of Short Attention Spans reported the following comparison:

  • Online readers read 77 percent of what they chose to read.
  • Two-thirds of online readers, once they chose a particular item to read, read all of the text, top to bottom and an average of 77 percent of the online story was read.
  • Broadsheet format readers (SF Chronicle, WSJ) read an average of 62 percent.
  • Tabloid readers read an average of 57 percent

If your marketing is bogged-down in the marketing myths of the internet like short attention span or thinking it’s all about being under 24, you may want to rethink the assumptions and underpinnings of your strategy.

Sidebar: Which takes us back to the ‘60s “think small” an all time top 10 ad campaign – which went against the marketing truisms of the era. [History of Think Small]

Sources: − A knowledge base for media professionals − EyeTrack07: The Myth of Short Attention Spans

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