attention deficit

Merlin Mann at 43 folders showed me this Repetitive Information Injury:

"It sounds silly, but I'm literally stuck in a loop of information acquisition. What I am looking for? Something interesting informational tidbit which grabs my attention and if I don't find it, I'll often loop four or five times before I realize that I'm in this useless, non-productive loop."

the whole post is an eye opener, well really a reminder. it happens all the time to me, but i'm guessing it's not so different for everyone out there if not with blogs and the internet. how many of us catch ourselves watching that advert before leaving to make the tea, or watching a programme on TV even though we've just said how naff it is? or reading the junk mail as we take it to the recycling. i always open the junk mail that's made it to my mailbox too, even though i know from the multi coloured printing on the outside that it's the monthly newsletter from the stationery company who's products i don't buy anymore nor do i have an account with any longer.

how does this affect advertising and communication? not sure really, but it does. whether we're short of time because of the sheer volume of messages we are exposed to every day, or whether some of that exposure is of our own doing, it's still time that's gone, attention that's been stolen from us.

i think that if we kept things simple it would be better. if only New Zealand's four main supermarket chains stopped their bi weekly junk mails at the same time, then they'd save money and my bet is that the sales wouldn't drop one cent, in fact profitability might rise as they shopper who changes store every week to follow the advertsed specials might just stick with the local store, or the store that smiles the most instead of driving across town in a different direction every week