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Author, speaker, and futurist Leonard Sweet (@lensweet) scouted this article in the World Future Society’s (@WorldFutureSoc) magazine, The Futurist (@Theyear2030) (March-April 2012): A Future of Fewer Words?: 5 Trends Shaping the Future of Language by Lawrence Baines (in an earlier article, Baines offered 6 manifestations of the retreat of the written word:

     1. The power of image-based media to influence thought and behavior;

     2. The tendency of newer technologies to obliterate aspects of older technologies;

     3. The current emphasis on school reform;

     4. The influences of advertising and marketing;

     5. The current state of books as repositories of the language; and

     6. The reconceptualization of the library.)

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Sweet says,

I tried to say the same thing in chapter 9 of my upcoming book Viral ("Turning a Tin Ear to Poetry"), but Baines is more comprehensive and scientifically compelling. “As the world recedes from the written word and becomes inundated with multisensory stimuli (images, sound, touch, taste, and smell), the part of the human brain associated with language will regress. While visually astute and more aurally discriminating, the areas of the brain associated with language are also associated with critical thinking and analysis. So, as the corpus of language shrinks, the human capacity for complex thinking may shrink with it.”

“Losing polysyllabic words will mean a corresponding loss of eloquence and precision. Today, many of the most widely read texts emanate from blogs and social networking sites. Authors of these sites may be non-readers who have little knowledge of effective writing and may have never developed an ear for language.”

Read The Futurist article in full (membership required).

Read Baines’ earlier article (pdf).

Let Somersault (@smrsault) help you navigate the changing communication scene to most effectively reach your consumers.

And be sure to bookmark and use daily the SomersaultNOW online dashboard; especially the Futurist News tab.

According to a new survey of technology experts, teens and young adults brought up from childhood with a continuous connection to each other and to information will be nimble, quick-acting multitaskers who count on the Internet as their external brain and who approach problems in a different way from their elders.

Many of the experts surveyed by Elon University’s (@elonuniversity) Imagining the Internet Center and The Pew Research Center's Internet & American Life Project (@pewinternet) say the effects of hyperconnectivity and the always-on lifestyles of young people will be mostly positive between now and 2020.

But the experts also predict this generation will exhibit a thirst for instant gratification and quick fixes, a loss of patience, and a lack of deep-thinking ability due to what one referred to as “fast-twitch wiring.”

Survey respondents say it’s vital to reform education and emphasize digital literacy. And a notable number say trends are leading to a future in which most people are shallow consumers of information, in danger of mirroring George Orwell’s 1984 of control by powerful interests in an age of entertaining distractions.

Read this report in full.

Also see our previous blogpost “Introducing Generation C: Americans 18-34 Are the Most Connected.”

How does this research and these predictions help you determine the future needs of your consumers and the ways you can publish life-changing content to meet those needs? Write your comments below.

Contact Somersault (@smrsault) to help you identify blue ocean strategy for your brand.

And be sure to bookmark and use daily the SomersaultNOW online dashboard.

The American demographic landscape has changed significantly, as reflected in the 2010 US Census compiled by the US Census Bureau (@uscensusbureau). The shifts related to race, age, gender, ethnicity, geography, income, and other key marketing drivers profoundly impact the USA and how brands communicate their messages to target audiences. Adweek (@Adweek) has partnered with Draftfcb (@Draftfcb), to present The New America (@The_New_America), a website “dedicated to providing timely and topical news and insights on what the metrics mean for marketers, ad agencies, publishers, and technology companies.”

A few articles of interest:

·         Higher Numbers for Higher Education: More than 30% of adults now have bachelor’s degrees

·         Multigenerational Households: Number of children living with a grandparent increases

·         Coming of Age in the Down Economy: Pew finds young Americans are underemployed but optimistic

·         Man Down: The future isn’t rosy for American males

·         An Unmarried Boomer: The growing number of middle-ages singles has significant implications

·         5 Discoveries from the 2010 Decennial Census That Advertisers Should Know:

     1.    The US population is an older one.

     2.    We are an ethnic soup spread throughout the country.

     3.    The growth of the Latino population is substantial.

     4.    Multiracial identification is growing.

     5.    Internal migration from the North and East to the South and West continues.

See The New America.

How will these changes influence your publishing agenda in the coming months and years? Write your comments below.

Let Somersault (@smrsault) help you analyze demographics to maximize your brand’s marketing communication strategy.

Be sure to bookmark and use daily our SomersaultNOW online dashboard; especially the Research tab.

L2 Think Tank (@L2_ThinkTank) reports that, according to Union Square Ventures Partner Andy Weissman (@aweissman), we’re moving into “the ambient computer age,” where our connected devices are becoming smaller and more powerful. The implications of this changes our media habits, the way we socialize, and much more. In an attempt to quantify this impact, Weissman outlines the 8 places in our lives where mobile will have the biggest near-future impact on investment:

Reading – A new breed of mobile-primary reading formats are emerging that allow us to consumer and share media in new and different ways.

Social – Our always-on devices give us instant access to sharing at all times.

Payments – In Japan people are already paying for subway rides with their mobile devices. Before long we’ll be using what was formerly a voice device for transactions, and this trend is already well underway in the United States.

Learning – We can now absorb information from our mobile phones and use the classroom as a venue for discussion and collaboration.

Location-Based Innovation – One in 3 searches on mobile devices have local intent.

Media – Facebook holds the biggest archive of photos in the world. Media in the mobile world is fundamentally conversational.

Blurring – The smartphones we keep with us on our hip at all times create a blurring effect in the world of connectedness. We’re no longer just connected on our laptops, but wired-in everywhere.

Medicine – Today patients share data and information with doctors in real-time.

Read this in full.

Contact Somersault (@smrsault) to help you take advantage of mobile trends to advance your brand.

And be sure to bookmark and use daily the SomersaultNOW online dashboard.

Project Glass is what Google is calling its exploration into eyeglasses that promote constant virtual reality to the wearer.

Nick Bilton (@nickbilton) writes in The New York Times (@nytimestech) about the soon coming debut of wearable glasses that serve as computer monitors.

Later this year, Google is expected to start selling eyeglasses that will project information, entertainment and, this being a Google product, advertisements onto the lenses. The glasses are not being designed to be worn constantly — although Google engineers expect some users will wear them a lot — but will be more like smartphones, used when needed, with the lenses serving as a kind of see-through computer monitor.

“It will look very strange to onlookers when people are wearing these glasses,” said William Brinkman, graduate director of the computer science and software engineering department at Miami University in Oxford, Ohio. “You obviously won’t see what they can from behind the glasses. As a result, you will see bizarre body language as people duck or dodge around virtual things.”

...Like smartphones and tablets, the glasses will be equipped with GPS and motion sensors. They will also contain a camera and audio inputs and outputs.

...Through the built-in camera on the glasses, Google will be able to stream images to its rack computers and return augmented reality information to the person wearing them. For instance, a person looking at a landmark could see detailed historical information and comments about it left by friends. If facial recognition software becomes accurate enough, the glasses could remind a wearer of when and how he met the vaguely familiar person standing in front of him at a party. They might also be used for virtual reality games that use the real world as the playground.

Read this in full.

Also see our previous blogpost, “Point – Know – Buy.” And browse our blog’s Future tag.

What does this next advancement in technology mean for your publishing strategy? Will you seek to publish content for the exclusive consumption on these types of glasses? Write your comments below.

Contact Somersault (@smrsault) to help you identify blue ocean strategy for your brand.

And be sure to bookmark and use daily the SomersaultNOW online dashboard; including the Futurist News tab.

In The Pleasures of Reading in an Age of Distraction (Oxford University Press), Alan Jacobs, professor of English at Wheaton College (@WheatonCollege), is sanguine about the future of reading and the book, and positively seductive when he urges us to read “for the plain old delight and interest of it, not because we can justify its place on the mental spreadsheet or accounting ledger.” Christianity Today’s (@CTmagazine) Books & Culture editor John Wilson talked with Jacobs about the distractions that beckon us, the virtues of the Kindle (and, by extension, similar devices), and the rewards of reading with concentrated attention. Here’s a portion of the interview:

There's a technology that we call the book, and many of us tend to assume that, well, everybody knows how to use books. Books are easy. It's the modern technologies that students need to be trained to use effectively. And I think, No, not really. A book is actually not that easy to know how to use well, especially for young people who haven't formed the habit of attending carefully to how they work.

So I tell my students, "Look, I want you to have the book in your hand. Take notes if you want to. I would prefer you to take notes in the book. Or if you don't want to write in books, get sticky notes, or do something. But I want you to be engaged with this technology." I want to be able to say, "Okay, put your finger there on page 36 and now let's go over to page 130." And I want to be able to go back and forth between the two. For many of them this is very unfamiliar. They're used to dealing with books in different ways. One of the really interesting things about getting them to work with a book is that it's a lot harder for them to get distracted, because I'm actually pushing them to make fuller use of this technology….

Read this in full.

If you’re a book lover like we are, be sure to bookmark and use daily our (@smrsault) free online dashboard SomersaultNOW.

O’Reilly Media’s Tools of Change for Publishing (@ToC) (#toccon) was held in New York City Feb. 13-15. It’s the annual conference for professionals to discuss where digital publishing is headed.

Some sessions are available to watch on video; for example Andrew Savikas (@andrewsavikas), CEO at Safari Books Online (@safaribooks) gave a presentation on the growth of subscription-based access to books online.

Also see O’Reilly’s TOC 2012 YouTube channel.

In “TOC 2012: LeVar Burton, Libraries and The Bookstore of the Future,” Publishers Weekly (@PublishersWkly) senior news editor Calvin Reid (@calreid) says,

Probably the most startling presentation of the day was “Kepler 2020,” a look at the efforts to transform the iconic independent bookstores into a new wave community owned bookstore that will embrace technology and a fairly breathtaking slate of new initiatives. Among them: split the store into for-profit sales and non-profit cultural foundation entities; diversify beyond the sale of print books to include services, subscriptions, memberships and corporate sponsorships, and aggressively adopt technology, including digital e-readers and e-books, perhaps even giveaway Kindles and Nooks!

Also see PW’s “TOC 2012: Executive Roundtable Debates the Way Ahead.”

Bob Young (@caretakerbob), founder and CEO of Lulu (@Luludotcom), spoke on “There Is No Such Thing As a Book, or Re-Thinking Publishing In The Age of the Internet.”

Other coverage can be seen at ePUBSecrets (@ePUBSecrets), “More ePUB Resources from Day 2 of TOC.”

Extensive TOC coverage is by Porter Anderson (@Porter_Anderson) in “Writing on the Ether.” Also see his comprehensive Twitter stream aggregation.

Joe Wikert (@jwikert), general manager, publisher & chair of TOC conference, has coverage.

And see American Libraries, the magazine of the American Library Association (@amlibraries), coverage “Tools of Change Conference, Day 1” and “Tools of Change Conference, Day 2”

Let Somersault (@smrsault) help you navigate the swirling changes taking place in the book publishing industry.

And stay current with news about the publishing world by bookmarking our SomersaultNOW online dashboard.

Smartphone-toting consumers are embracing a world in which they can find out about (and potentially buy) anything they see or hear, even if they don’t know what it is or can’t describe it in words. According to trendwatching.com (@trendwatching), the concept of “Point—Know—Buy” will reshape consumers’ info-expectations (“infolust”), search behavior, and purchasing patterns. Here are some of the drivers trendwatching identifies:

·         QR Codes

·         Augmented Reality

·         Tagging

·         Visual Search

Available online services that accommodate those drivers include WordLens (@wordlens), leafsnap (@leafsnap), Skymap (@googleskymap), Shazam (@Shazam), Aurasma (@aurasma), Blippar (@blippar), and others.

Read this in full.

See the PDF report.

Let Somersault (@smrsault) help you track and act on trends that impact your brand.

And be sure to bookmark and use daily the SomersaultNOW online dashboard.

O’Reilly Media’s Tools of Change for Publishing (@ToC) (#toccon) has begun in New York City. It’s the annual conference for professionals to discuss where digital publishing is headed. Some sessions will be live-streamed; also see the program schedule.

According to ePUBSecrets (@ePUBSecrets), the International Digital Publishing Forum (IDPF) (#idpf, #epub), the group responsible for the ePUB specification, chose the launch of TOC to announce its new ePUB 3.0 reader Readium (@readium), “a new open source initiative to develop a comprehensive reference implementation of the IDPF EPUB^® 3 standard.”

This vision will be achieved by building on WebKit, the widely adopted open source HTML5 rendering engine.

“Adobe has been a strong supporter of EPUB 3 and we look forward to continuing to provide our customers with the ability to create and render rich content experiences and compelling eBooks with this format, which enables enhanced interactivity, rich media, global formatting, and accessibility,” says Nick Bogaty, Director, Business Development, Digital Publishing, Adobe Systems Incorporated. “Adobe welcomes the Readium project as an important step to help foster increased consistency across EPUB 3 implementations.”

Others supporting the IDPF EPUB^® 3 standard are ACCESS, Anobii, Apex CoVantage, Assoc. American Publishers (AAP), Barnes & Noble, Bluefire Productions, BISG, Copia, DAISY, EAST, EDItEUR, Evident Point, Google, Incube Tech, Kobo/Rakuten, Monotype, O’Reilly, Rakuten, Safari Books Online, Samsung, Sony, VitalSource, Voyager Japan.

Noticeably absent is Amazon and its Kindle ereader, which uses the proprietary digital format AZW based on the Mobipocket standard.

Read the news release in full.

Contact Somersault (@smrsault) to help you with your digital publishing needs.

Stay current with news about the publishing world by bookmarking our SomersaultNOW online dashboard.

trendwatching.com (@trendwatching) provides an overview of “12 must-know consumer trends (in random order)”:

·         Red Carpet — In 2012, department stores, airlines, hotels, theme parks, museums, if not entire cities and nations around the world will roll out the red carpet for the new emperors, showering Chinese visitors and customers with tailored services and perks, and in general, lavish attention and respect.

·         DIY Health — Expect to see consumers take advantage of new technologies and apps to discreetly and continuously track, manage and be alerted to, any changes in their personal health.

·         Dealer-Chic — In 2012, not only will consumers continue to hunt for deals and discounts, but they will do so with relish if not pride. Deals are now about more than just saving money: it’s the thrill, the pursuit, the control, and the perceived smartness, and thus a source of status too.

·         Eco-Cycology — Brands will increasingly take back all of their products for recycling (sometimes forced by new legislation), and recycle them responsibly and innovatively.

·         Cash-Less — Will coins and notes completely disappear in 2012? No. But a cashless future is (finally) upon us, as major players such as MasterCard and Google work to build a whole new eco-system of payments, rewards and offers around new mobile technologies.

·         Bottom of the Urban Pyramid — The majority of consumers live in cities, yet in much of the world city life is chaotic, cramped and often none too pleasant. However at the same time, the creativity and vibrancy of these aspiring consumers, means that the global opportunities for brands which cater to the hundreds of millions of lower-income CITYSUMERS are unprecedented.

·         Idle Sourcing — Anything that makes it downright simple - if not completely effortless - for consumers to contribute to something will be more popular than ever in 2012. Unlocked by the spread of ever smarter sensors in mobile phones, people will not only be able but increasingly willing, to broadcast information about where and what they are doing, to help improve products and services.

·         Flawsome — Consumers will consider those brands awesome that behave more humanly, including exposing their flaws.

·         Screen Culture — Thanks to the continued explosion of touchscreen smartphones, tablets, and the 'cloud', 2012 will see a screen culture that is not only more pervasive, but more personal, more immersive, and more interactive than ever.

·         Recommerce — It’s never been easier for savvy consumers to resell or trade in past purchases, and unlock the value in their current possessions. In 2012, ‘trading in’ is the new buying.

·         Emerging Maturialism — While cultural differences will continue to shape consumer desires, middle-class and/or younger consumers in almost every market will embrace brands that push the boundaries. Expect frank, risqué or non-corporate products, services, and campaigns from emerging markets to be on the rise in 2012.

·         Point & Know — Consumers are used to being able to find out just about anything that’s online or text-based, but 2012 will see instant visual information gratification brought into the real and visual world with objects and even people.

Read this in full.

Let Somersault (@smrsault) help you track trends that impact your brand.

And be sure to bookmark and use daily the SomersaultNOW online dashboard.