TIM WU ~ THE ATTENTION MERCHANTS ~ 2016

~ TWOATW-WBCOTL-MPOL-H/S/SI-AT-WS-SFAAC-WHCTAAVDWOB-WNEBOOLICETTEICB ~ There Was Once A Time When – Whether By Convention Or Technological Limitation – Many Parts Of Life – Home / School / Social Interaction – Among Them – Were Sanctuaries – Sheltered From Advertising And Commerce – We Have Come To Accept A Very Different Way Of Being – Whereby Nearly Every Bit Of Our Lives Is Commercially Exploited To The Extent It Can Be

~ WAAR-WQFRI-O-LLTALOOTWI ~ We Are At Risk – Without Quite Fully Realizing It – Of – Living Lives That Are Less Our Own Than We Imagine

~ ITHOACTUAIIT-TLAOT-A-WR-R-S-I ~ If The History Of Attention Capture Teaches Us Anything It Is That – The Limits Are Often Theoretical – And – When Real – Rarely – Self-Imposed

~ ARA-O-ATSOH-I-O-CTD ~ As Remarkable As – Our – Ability To See Or Hear – Is – Our – Capacity To Disregard

~ BTDAUIBTNC-MPPHNNTITG ~ Before The Democratic Age Ushered In By The Nineteenth Century – Most Political Powers Had No Need To Influence The Governed

~ TTSUTS-PM-ASRUT-EI-TSDODABSIPI ~ The Techniques Successfully Used To Sell – Patent Medicine – Are Still Routinely Used Today – Exotic Ingredients – The Supposed Degree Of Difference Afforded By Some Ingenious Proprietary Innovation

~ FAOSRATA-PF-STTCOMT-REITHP-AOTATAI ~ For All Our Secular Rationalism And Technological Advances – Potential For – Surrender To The Charms Of Magical Thinking – Remains Embedded In The Human Psyche – Awaiting Only The Advertiser To Awaken It

~ TCOAPDOAR ~ The Complicity Of A Press Dependent On Advertising Revenue

~ SA: CTDFPTOMNE-‘DE’+TRNDO-‘B’-CL-BCTI-VON-TSTSIAFOLI=TFDO-‘T’-A-ATTYMBIS-ANCKA-TFC ~ Scientific Advertising: Creating The Desire For Products That Otherwise Might Not Exist – “demand Engineering” + The Relatively New Discipline Of – “Branding” – Creating Loyalty – By Creating The Impression – Valid Or Not – That Something Truly Set It Apart From Others Like It + The First Deployment Of – “Targeted” – Advertisements – Addressed To The Yet Mysterious But Increasingly Sought-After New Creature Known As – The Female Consumer

~ DWEBSNSMTTPWSTPBTTPEAA ~ Demand Was Engineered By Showing Not So Much That The Product Would Solve The Problem But That The Problem Existed At All

~ TMOPFFP ~ The Manipulation Of Public Fears For Profit

~ GFBTQOUOEQAAMOBD-ABTIPWTAATCCIW ~ Going Far Beyond The Question Of Usefulness Or Even Quality As A Matter Of Brand Development – Advertisers Began To Imbue Products With Traits And Associations That Consumers Could Identify With

~ CE ~ Celebrity Endorsements

~ TIV-‘S’-T-TAIHBAIEEFCAIR-IDSBBINFPO-GC-PW-ACRITSA-PSPHADS-BN-NSOACWDSITSOC-AIMIAUFTSC ~ Through Its Variously – “Scientific” – Techniques – The Advertising Industry Had Become An Increasingly Efficient Engine For Converting Attention Into Revenue – It Did So By Beginning Its Now Familiar Practice Of – Giving Consumers – Particularly Women – A Constantly Receding Ideal To Strive After – Perhaps Social Practice Had Always Done So – But Now – New Strategies Of Attention Capture Were Doing So In The Service Of Commerce – An Infinitely More Insatiable And Unyielding Force Than Social Convention

~ TMEBA-DNTTCYTMAC-B-RTCYTTINC-TBA-ITAENSMTPATC-AIMS-ICA-PC-WLCBIB-MI ~ The Most Effective Brand Advertising – Does Not Try To Convince You To Make A Choice – But – Rather To Convince You That There Is No Choice – True Brand Advertising – Is Therefore An Effort Not So Much To Persuade As To Convert – At Its Most Successful – It Creates A – Product Cult – Whose Loyalists Cannot Be Influenced By – Mere Information

~ BMONT-AAIM-C-WEWHBFMOAMS-TH ~ By Means Of New Technologies – Advertising And Its Master – Commerce – Would Enter What Had Been For Millennia Our Attention’s Main Sanctuary – The Home

~ R-‘S’-I-15MS-TAOTS-TPO-AEO-TBIGAWTHAEAUMBTBOEPATOA-BTP-RWHITAAEDNM ~ Radio – “Serial” – In – 15 Minute Instalments – The Ancestor Of The Sitcoms – The Power Of – An Entertainment Offering – To Bring In Giant Audiences Willing To Hear Advertising Effected An Unlikely Merger Between The Business Of Entertainment Producers And That Of Advertisers – Before This Point – Received Wisdom Had It That Advertising And Entertainment Did Not Mix

~ HPTFITEH-BWPTCOPOTDLWAAYU-R-STWFSWDSO-TWAHWLTD-TTATMCTHBS ~ Having Planted The Flag In The Evening Hours – Broadcasters Would Proceed To Colonize Other Parts Of The Day Laden With Attention As Yet Un-Reaped – Soon They Would Find Success With Daytime Soap Operas – Targeting Women At Home With Little To Do – Thanks To All The Modern Conveniences They Had Been Sold

~ TIO-PT-IAWAI-EF-TSD-BWWPAT-TNFOAEPLTTSSATSTEDCNHBC-ANDOSA-ESI-PT-W(ATALDR)AMROCA-AFDPT ~ The Invention Of – Prime Time – Insofar As We Are Influenced – Even Formed – To Some Degree – By Whatever We Pay Attention To – The Novel Fact Of An Entire Population Listening To The Same Show At The Same Time Every Day Could Not Help But Create – A New Degree Of Shared Awareness – Even Shared Identity – Prime Time – Was (And To A Lesser Degree Remains) A Massive Ritual Of Collective Attention – A Force Drawing People Together

~ BR-W-IIED-TOAAMOS-A-SABR-TOTBFOCI-IWTBFT-E-E-A-E-OT-P

~ Broadcast Radio – Was – In Its Early Days – Thought Of As A Miracle Of Science – A – Sacred And Blessed Realm – That Ought Be Free Of Commercial Intrusion – It Was To Be For The – Education – Entertainment – And – Enlightenment – Of The – Public

~ QMOAC-ATBTPAMAVOTA ~ Quantitative Measure Of Attention Capture – Allowed The Broadcaster To Put A More Accurate Value On The Airtime

~ C-MBTCOIF-B-ATHOHS-TUTSTSLATTTSCBJAU-INMS-TPAAHAUT ~ Choice – May Be The Cornerstone Of Individual Freedom – But – As The History Of Humanity Shows – The Urge To Surrender To Something Larger And To Transcend The Self Can Be Just As Urgent – If Not More So – The Greatest Propagandists And Advertisers Have Always Understood This

~ ATIPOTMSWBITH-SCASTIMBAFFGON-JWUWTAGBTBPT? ~ As The Immersive Power Of The Movie Screen Was Brought Into The Home – Some Could Already See That It Might Be A Force For Greatness Or Nothingness – Just What Uses Would The Attention Gathered By Television Be Put To?

~ TTTEOT-PIM-BWFTAWST ~ Thanks To The Erosion Of The – Public Interest Model – Broadcasters Were Free To Air What Suited Them

~ AI-OC-HASO-N ~ All Individualism – Of Course – Harbor A Strain Of – Narcissism

~ TAEI ~ Technology Always Embodies Ideology

~ TDTIOCOOAWSHTVOE ~ Technologies Designed To Increase Our Control Over Our Attention Will Sometimes Have The Very Opposite Effect

~ TTS ~ The Third Screen

~ TMEWOMABINWACPR-B-RWWIT-‘VR’-TI-RTVITFOM-BCRIIFMPT-‘E’-TBIR ~ The Most Effective Way Of Maintaining A Behaviour Is Not With A Consistent Predictable Reward – But – Rather With What Is Termed – “Variable Reinforcement” – That Is – Rewards That Very In Their Frequency Or Magnitude – Behavior Consistently Rewarded Is In Fact More Prone To – “Extinction” – Than Behaviour Inconsistently Rewarded

~ E-A-OOHGFOMSC-TAPO-C-I-TRCHA ~ Email – Arguably – One Of History’s Greatest Feats Of Mass Skinneresque Conditioning – The Almighty Power Of – Check-In – To Regularly Collect Human Attention

~ TPOTAMIR-FICCFCIQAE ~ The Path Of The Attention Merchants Is Risky – For It Can Call For Compromises In Quality And Ethics

~ T-C-I-C ~ The – Celebrity-Industrial – Complex

~ C-A-P-E ~ Celebrity-Attention-Product-Endorsers

~ PV ~ Pathology Voyeurism

~ HCE ~ Here Comes Everyone

~ AVAP ~ A Virtual Attention Plantation

~ TIOBM ~ The Importance Of Being Microfamous

~ TD-L ~ The D-List

~ TFSATMON ~ The Fourth Screen And The Mirror Of Narcissus

~ TAMMD-FNO-WTG-YSG-T-A-OC-TA ~ The Attention Merchant’s Manifest Destiny – From Now On – Whither Thou Goest – Your Smartphone Goes – Too – And – Of Course – The Ads

~ OTCC-TMVHR-INO-CAP-ILTB-OOCAMS ~ Over The Coming Century – The Most Vital Human Resource – In Need Of – Conservation And Protection – Is Likely To Be – Our Own Consciousnesses And Mental Space

SETH GODIN ~ PURPLE COW ~ 2002

~ PC ~ Purple Cow

~ TEO-T-PC-ITIMBR ~ The Essence Of – The – Purple Cow – Is That It Must Be Remarkable

~ RM-ITAOBTWNRIYPOS ~ Remarkable Marketing – Is The Art Of Building Things Worth Noticing Right Into Your Product Or Service

~ YNTPA-PC-IEYB ~ You Need To Put A – Purple Cow – Into Everything You Build

~ TWHC-TAFMC-B-TILALTTSTO ~ The World Has Changed – There Are Far More Choices – But – There Is Less And Less Time To Sort Them Out

~ MID-LLM ~ Marketing Is Dead – Long Live Marketing

~ TORWT:C-S-O-P-A-CTW-GM ~ The Old Rule Was This: Create – Safe – Ordinary – Products – And – Combine Them With – Great Marketing

~ TNRI:C-RP-T-TRPSO ~ The New Rule Is: Create – Remarkable Products – That – The Right People Seek Out

~ IYCPO-UN-T-T(ATD)-WWIB? ~ If You Could Pick One – Underserved Niche – To – Target (And To Dominate) – What Would It Be?

~ C-CTTWSO ~ Criticism – Comes To Those Who Stand Out

~ ITAR-AMMLTSTITA ~ Ideas That Are Remarkable – Are Much More Likely To Spread Than Ideas That Aren’t

~ CYMACVOYP? ~ Could You Make A Collectible Version Of Your Product?

~ AS-TACTEOY-PC-IA-S-TSGTTWOMIPOP ~ A Slogan – That Accurately Conveys The Essence Of Your – Purple Cow – Is A – Script – The Script Guarantees That The Word Of Mouth Is Passed On Properly

~ DYHA -SOPSORB-TAT?-IIC?-IIWPO? ~ Do You Have A – Slogan Or Positioning Statement Or Remarkable Boast – That’s Actually True? – Is It Consistent? – Is It Worth Passing On?

~ WWHIYTTT? ~ What Would Happen If You Told The Truth?

~ YHTG-WTCIN-TFTB ~ You Have To Go – Where The Competition Is Not – The Further The Better

DALE CARNEGIE ~ BE A LEADER ~ CHANGING YOUR PEOPLE’S ATTITUDES AND BEHAVIORS ~ HOW TO WIN FRIENDS AND INFLUENCE PEOPLE ~ 1936

~ BS-DNPATYCD-FATBTYACOTBTTOP ~ Be Sincere – Do Not Promise Anything That You Cannot Deliver – Forget About The Benefits To Yourself And Concentrate On The Benefits To The Other Person

~ KEWIIYWTOPTD ~ Know Exactly What It Is You Want The Other Person To Do

~ BE-AYWIITOPRW ~ Be Empathetic – Ask Yourself What It Is The Other Person Really Wants

~ CTBTPWRFDWYS-MTBTTOPW ~ Consider The Benefits That Person Will Receive From Doing What You Suggest – Match Those Benefits To The Other Person’s Wants

~ WYMYR-PIIAFTWCTTOPTIT[S/]HPWB ~ When You Make Your Request – Put It In A Form That Will Convey To The Other Person The Idea That [S/]He Personally Will Benefit

~ BWPAHA ~ Begin With Praise And Honest Appreciation

~ CATPMI ~ Call Attention To People’s Mistakes Indirectly

~ TAYOMBCTOP ~ Talk About Your Own Mistakes Before Criticizing The Other Person

~ AQIOGDO ~ Ask Questions Instead Of Giving Direct Orders

~ LTOPSF ~ Let The Other Person Save Face

~ PTSIAPEI ~ Praise The Slightest Improvement And Praise Every Improvement

~ GTOPAFRTLUT ~ Give The Other Person A Fine Reputation To Live Up To

~ UE-MTFSETC ~ Use Encouragement – Make The Fault Seem Easy To Correct

~ MTOPHABTTYS ~ Make The Other Person Happy About Doing The Thing You Suggest

DALE CARNEGIE ~ WIN PEOPLE TO YOUR WAY OF THINKING ~ HOW TO WIN FRIENDS AND INFLUENCE PEOPLE ~ 1936

~ TOWTGTBOAAITAI ~ The Only Way To Get The Best Of An Argument Is To Avoid It

~ SRFTOPO-NS-‘YW’ ~ Show Respect For The Other Person’s Opinions – Never Say – “You’re Wrong”

~ IYAW-AIQAE ~ If You Are Wrong – Admit It Quickly And Emphatically

~ BIAFW ~ Begin In A Friendly Way

~ GTOPS-‘Y-Y’-I ~ Get The Other Person Saying – “Yes – Yes” – Immediately

~ LTOPDAGDOTT ~ Let The Other Person Do A Great Deal Of The Talking

~ LTOPFTTIIHOH ~ Let The Other Person Feel That The Idea Is His Or Hers

~ THTSTFTOPPOV ~ Try Honestly To See Things From The Other Person’s Point Of View

~ BSWTOPIAD ~ Be Sympathetic With The Other Person’s Ideas And Desires

~ ATTNM ~ Appeal To The Nobler Motives

~ DYI ~ Dramatize Your Ideas

~ TDAC ~ Throw Down A Challenge

DALE CARNEGIE ~ SIX WAYS TO MAKE PEOPLE LIKE YOU ~ HOW TO WIN FRIENDS AND INFLUENCE PEOPLE ~ 1936

~ BGIIOP ~ Become Genuinely Interested In Other People

~ S ~ Smile

~ RTAPNITTPTSAMISIAL ~ Remember That A Person’s Name Is To That Person The Sweetest And Most Important Sound In Any Language

~ BAGL-EOTTAT ~ Be A Good Listener – Encourage Others To Talk About Themselves

~ TITOTOPI ~ Talk In Terms Of The Other Person’s Interests

~ MTOPFI-A-DIS ~ Make The Other Person Feel Important – And – Do It Sincerely

DALE CARNEGIE ~ HOW TO WIN FRIENDS AND INFLUENCE PEOPLE ~ 1936

~ CID-B-IWAPPP-HH[H]SOI-A-AR ~ Criticism Is Dangerous – Because – It Wounds A Person’s Precious Pride – Hurts His[/Her] Sense Of Importance – And – Arouses Resentment

~ AARFGBWLMMRARWILFMETAAPFBB ~ An Animal Rewarded For Good Behavior Will Learn Much More Rapidly And Retain What It Learns Far More Effectively Than An Animal Punished For Bad Behavior

~ BC-WDNMLCAOIR ~ By Criticizing – We Do Not Make Lasting Change And Often Incur Resentment

~ CALHP-TARH ~ Criticisms Are Like Homing Pigeons – They Always Return Home

~ DYKSYWLTCARAI?-G-B-WNBOY?-FAPSS-TI-ALMPTTTIO-Y-A-ALLD ~ Do You Know Someone You Would Like To Change And Regulate And Improve? – Good! – But – Why Not Begin On Yourself? – From A Purely Selfish Standpoint – That Is – A Lot More Profitable Than Trying To Improve Others – Yes – And – A Lot Less Dangerous

~ WDWP-RWANDWCOL-WADWCOE-CBWPAMBPAV ~ When Dealing With People – Remember We Are Not Dealing With Creatures Of Logic – We Are Dealing With Creatures Of Emotion – Creatures Bristling With Prejudices And Motivated By Pride And Vanity

~ AFC-C-C-A-C-A-MFD-B-ITCAS-CTBUAF ~ Any Fool Can – Criticize – Condemn – And – Complain – And – Most Fools Do – But – It Takes Character And Self-Control To Be Understanding And Forgiving

~ IOCPLTTUT-LTTFOWTDWTD-TALMPAITC-A-IBSTAK ~ Instead Of Condemning People Let’s Try To Understand Them – Let’s Try To Figure Out What They Do What They Do – That’s A Lot More Profitable And Intriguing Than Criticism – And – It Breeds Sympathy Tolerance And Kindness

~ IYTMHYGYFOI-ITYWYA-TDYC-TITMSTAY ~ If You Tell Me How You Get Your Feeling Of Importance – I’ll Tell You What You Are – That Determines Your Character – That Is The Most Significant Thing About You

~ SAD-TPMAGIIOTF-ITDOI-TFOITHBDTITHWOR ~ Some Authorities Declare – That People May Actually Go Insane In Order To Find – In The Dreamland Of Insanity – The Feeling Of Importance That Has Been Denied Them In The Harsh World Of Reality

~ WOTOSSMFGTWNLTKWAT ~ We Often Take Our Spouses So Much For Granted That We Never Let Them Know We Appreciate Them

~ TDBAAF-S-OISATOI-OCFTHO;TOFTTO-OIU;TOS ~ The Difference Between Appreciation And Flattery – Simple – One Is Sincere And The Other Insincere – One Comes From The Heart Out; The Other From The Teeth Out – One Is Unselfish; The Other Selfish

~ AOAAHBAHFA ~ All Our Associates Are Human Beings And Hunger For Appreciation

~ HAGRWCARF ~ Honest Appreciation Got Results Where Criticism And Ridicule Failed

~ S-TOWOETIOP-I-TTAWTW-ASTHTGI ~ So – The Only Way On Earth To Influence Other People – Is – To Talk About What They Want – And – Show Them How To Get It

~ EAYHEPSTDYWBWPBYWS ~ Every Act You Have Ever Performed Since The Day You Were Born Was Performed Because You Wanted Something

~ F-AITOPAEW ~ First – Arouse In The Other Person An Eager Want

~ TWIFOPWAGAS-S-STRIWUTTSOHAEA ~ The World Is Full Of People Who Are Grabbing And Self-Seeking – So The Rare Individual Who Unselfishly Tries To Serve Others Has An Enormous Advantage

~ I-YGJOT-AITTTAITOOPPOV-A-STFTA-IYGTOT-IMEPTBOOTBBOYC ~ If – You Get Just One Thing – An Increased Tendency To Think Always In Terms Of Other People’s Point Of View – And – See Things From Their Angle – If You Get That One Thing – It May Easily Prove To Be One Of The Building Blocks Of Your Career

~ IWWTMF-LPOOTDTFOP-TTR-T-E-U-A-T ~ If We Want To Make Friends – Let’s Put Ourselves Out To Do Things For Other People – Things That Require – Time – Energy – Unselfishness – And – Thoughtfulness

~ TEOASIP-EWIIU ~ The Effect Of A Smile Is Powerful – Even When It Is Unseen

~ TIWAIOTRWAMTOASIWWATSWTNOTI ~ The Information We Are Imparting Or The Request We Are Making Takes On A Special Importance When We Approach The Situation With The Name Of The Individual

~ S-IYATBAGC-BAAL-TBI-BI-AQTOPWEA-ETTTATATA ~ So – If You Aspire To Be A Good Conversationalist – Be An Attentive Listener – To Be Interesting – Be Interested – Ask Questions That Other Persons Will Enjoy Answering – Encourage Them To Talk About Themselves And Their Accomplishments

~ TIOOW-TGTBOAA-A-TITAI~ There Is Only One Way – To Get The Best Of An Argument – And – That Is To Avoid It

~ MPTTWOTTWOTDTMTT-LTOPTTO-TKMATBAPTYD-SATQ-LTTYAFT ~ Most People Trying To Win Others To Their Way Of Thinking Do Too Much Talking Themselves – Let The Other People Talk Themselves Out – They Know More About Their Business And Problems Than You Do – So Ask Them Questions – Let Them Tell You A Few Things

~ RTOPMBTW-B-TDTS-DCT-AFCDT-TTUT-O-W-T-E-P-ETTDT ~ Remember That Other People May Be Totally Wrong – But – They Don’t Think So – Don’t Condemn Them – Any Fool Can Do That – Try To Understand Them – Only – Wise – Tolerant – Exceptional – People – Even Try To Do That

~ AMP-SA-EIF-CGW-A-MTOPLA:”IDBYOIFFAYD-IIWYIWUFJAYD’-A-YCSTAB100%S-B-IYWTOP-Y-OC-W ~ A Magic Phrase – Stop Arguments – Eliminate Ill Feeling – Create Good Will – And – Make The Other Person Listen Attentively: “I Don’t Blame You One Iota For Feeling As You Do – If I Were You I Would Undoubtedly Feel Just As You Do” – And – You Can Say That And Be 100 Percent Sincere – Because – If You Were The Other Person – You – Of Course – Would

~ APUHTRFDAT:OTSG-A-ARO ~ A Person Usually Has Two Reasons For Doing A Thing: One That Sounds Good – And – A Real One

~ WNEW-TT-TDTE!-TC-TDTG!-AIWOAT-POS ~ When Nothing Else Works – Try This – The Desire To Excel! – The Challenge – Throwing Down The Gauntlet! – A Infallible Way Of Appealing To – People Of Spirit

~ IIAETLTUTAWHHSPOOGP ~ It Is Always Easier To Listen To Unpleasant Things After We Have Heard Some Praise Of Our Good Points

~ NOLTTO ~ No One Likes To Take Orders

~ LOSF!-HI-HVITI!-A-HFOUESTTOI-WRROTFOO-GOOW-FF-IT-CACOAEIFOO-WECTHTTOP ~ Letting One Save Face! – How Important – How Vitally Important That Is! – And – How Few Of Us Ever Stop To Think Of It! – We Ride Roughshod Over The Feelings Of Others – Getting Our Own Way – Finding Fault – Issuing Threats – Criticizing A Child Or An Employee In Front Of Others – Without Even Considering The Hurt To The Other Person

~ R-WACAAR-A-WDAATGI-B-NWI-NWF-N-ABOT-ANWOL ~ Remember – We All Crave Appreciation And Recognition – And – Will Do Almost Anything To Get It – But – Nobody Wants Insincerity – Nobody Wants Flattery – Not – A Bag Of Tricks – A New Way Of Life