Ones and Zeros

Reading the recent news about Barnes & Noble’s financial woes and the suspected complicity of e-book sales in the company’s decline, my belief that the days of the printed book becoming a piece of nostalgia are fast approaching intensified. Regardless of what happens with e-book sales in the future, I think there’s something more interesting at work: the increased dissociation of content from physical form.

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After a morning conference call during which the expression WIFM (“wiff-em”, aka what’s in it for me) was used more times in 10 minutes than most people will use in a year, I was inspired to return to my bully copywriting pulpit to extol the virtues of benefit-oriented copy in technology marketing.

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