A short post about long form « BBH Labs
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A short post about long form

10th November 10

For years we’ve been talking about and developing communications for the shortening attention spans of consumers. We are bombarded with statistics about the average dwell time on a web page (43 seconds according to Comscore) or the lifespan of a tweet which, if it isn’t retweeted within 60minutes, will never be, according to Sysomos.

Today, we’re ascending the slopes of Mount Sinai, the computer ready in our pockets and the promised land of ubiquitous always-on connection is on the horizon. But before we get there maybe there is a place for long-form communications to occupy us at those times where we can devote our attention to a piece of content but cannot easily surf away when our attention wanders.

Certainly the uptake of instapaper and its integration into all sorts of web and mobile apps suggests that people are saving more articles to read later and longreads recent revamp makes it even simpler to get long form textual content onto your mobile device.

So is the decline of attention as inexorable as previously thought? As well as video we are both producing and consuming more text than ever and today’s devices allow comfortable on the go reading of long-form narrative.

Time to consider whether a digital communications strategy needs to allow for both a wide, shallow spread and a long, deep dive.

Long live attention.

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