Do people read anymore?

They say you should never speak ill of the dead, but Steve Jobs, widely considered to be a visionary, and to many a god, made some predictions that suggest he was neither omnipotent nor even particularly far-sighted.

In 2008, for example, he suggested the Amazon Kindle was doomed to failure. Here’s the full quote from the New York Times:

It doesn’t matter how good or bad the product is, the fact is that people don’t read anymore… Forty percent of the people in the U.S. read one book or less last year. The whole conception is flawed at the top because people don’t read anymore.

Let’s put aside the fact that referring to less than one book is a either a peculiar way of saying “no books” or a missed opportunity to delve into the fascinating world of book fractions. And let’s ignore the fact he was flat out wrong about the success of the device. And let’s, for a moment, look at his reasoning: “People don’t read anymore.”

He said it twice. He must have been sure about it. Continue reading

When a copywriter should step back

A copywriter thinking

A very fine copywriter in deep contemplation

It may seem odd that in just my second post for the Ink Well I should write about copywriters having no business getting involved in certain marketing activities. But that’s exactly what I’m about to do.

In most instances I think a writer is an essential member of any marketing or communications group whose objective is to persuade, disarm or enlighten. If they – the copywriters – are not wielding influence, they should at least be wielding a pen with vigorous intent.

At least. Continue reading