No Time For News
(AP Photo/Mark Lennihan)
That seems to be the way we’re dealing with our media outlets in the 21st century, at least according to a study that came out this week. In an MediaNewsDaily article ominously entitled “Time Spent With Media Falters, Digital Spawns Shorter Attention Spans,” it was written that:
The average American consumer spent 3,530 hours with media in 2006--down 0.5% from 2005, according to the just-released estimates from the 21st edition of Veronis Suhler Stevenson's Communications Industry Forecast. That drop follows a period of decelerating growth that the VSS report attributes to the increased efficiency of utilizing digital media--especially online and mobile technologies--which tend to be less time-consuming than traditional media counterparts…
"We all knew that there was only 24 hours in the day, and even with multitasking there would be a point where people maxed out," says James Rutherfurd, executive vice president and managing director at VSS, who oversees the report in conjunction with consultants PQ Media. "It has just come a little faster than we thought because of the efficiency of digital media."
