In an article about the role of public relations in a rapidly evolving media landscape—with which I otherwise agreed—David Armano, managing director of Edelman Digital Chicago, noted the following.
“The people we want to reach move effortlessly across a media landscape about which they rarely make distinctions. Increasingly, they spend time on mobile devices, skimming content in ‘streams or feeds.’ The average consumer of media has the attention span of a squirrel on Ritalin. Getting them to pause to read anything more than a paragraph is becoming increasingly difficult.”
Shrinking attention spans and squirrel comparisons have become go-to arguments for why people no longer consume long-form articles or online videos lasting longer than two minutes. But this is a cop out. The real reason people don’t consume longer forms of media is that most digital publishers don’t want them to.
Shrinking attention spans are the symptom, not the problem