how the great Library of Alexander was destroyed

The great Library of Alexandria‘s destruction stands for the myth of violent assault on the intellectual world.  For those today with an unfashionable concern for truth, the reality of the Library of Alexandria’s destruction is more important and mundane.  Irrespective of the villains in the conflicting stories of when and how it was destroyed, the Library of Alexandria would not have survived antiquity.  Alexandria has a Mediterranean climate.  In those conditions, papyrus rolls in active use do not last longer than a few centuries.  The great Library of Alexandria lacked:

sustained management and maintenance that would have seen it through successive transitions in the physical media by means of which the texts could have been transmitted. … authorities both east and west lacked the will and means to maintain a great library. An unburned building full of decaying books would not have made a particle’s worth of difference.[*]

A great intellectual culture thrives only with support for day-to-day, unheralded efforts.

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Note:

[*] From p. 359 in Bagnall, Roger S. 2002. “Alexandria: Library of Dreams”. Proceedings of the American Philosophical Society. 146 (4): 348-362.

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the history of para-textual organization

Reading practices affect how text is organized within books.  Ancient Greek elite culture emphasized voiced reading of texts with acute concern for diction and style.  Ancient Greek texts, and beginning in the second century GC, Latin texts, were written in capital letters without any spaces between words, without any punctuation, and without any division among sentences, paragraphs, or chapters (scriptio continua).  That textual organization supported intensive teaching and rehearsal in declaiming a specific text.

Spacing between words and other textual articulations support rapid silent reading oriented towards conceptual reasoning.  In Europe, protoscholastic Irish monks at the periphery of elite classical reading practices pioneered word spacing in Latin in the seventh and eight centuries.  This textual practice gradually spread east and south across Europe in subsequent centuries.  Word separation became normal in French manuscripts only in the eleventh century.[1]  Flourishing scholasticism in twelfth and thirteenth century France generated highly articulated texts with section labeling, section numbering, and script and layout distinctions.  Standard numbering of chapters in the (Latin) Bible began in Paris about 1230.[2]  These textual features served readers who were silently reading, analyzing, and referencing specific pieces of text.

In the Islamic world, scholarly study of classical Greek texts prompted new textual organization in the tenth century.  According to Ibn Abi Usaibia, Ja’far Ahmad ibn Muhammad ibn Abu al-Ash’ath led this development:

He delved deeply into Galen’s books and wrote commentaries on many of them. He divided each of the “Sixteen Books” in parts, chapters and paragraphs in such a manner as had never been done before.  This has proved of great help to users of Galen’s books, for it facilitates locating what is wanted, furnishes references to any topic which is desired to be studied and gives information about the contents and purposes of any portion.  He divided many of the works of Aristotle and others in the same way. [3]

This description explicitly links conceptual study (writing commentaries, referencing topics to be study) to articulating the text.  The reference to direct access to any portion of the text almost surely implies a text-numbering scheme.

Textual study by Arabic scholars in the tenth century and European scholars in the thirteenth century produced similar textual articulations.  The division of a text into words, sentences, paragraphs, and chapters is easy to take for granted today.   Such textual organization, however, developed only in circumstances of conceptual textual study.

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Notes:

[1] Saenger (1997) p. 23

[2] Blair (2010) pp. 38-9.  Dominicans of the House of St. Jacques in Paris  introduced chapter numberings in a bible concordance that they created from 1230-47.  The printer Robert Estienne introduced Bible verse numbering in a New Testament that he printed in 1551.

[3] HP p. 473.  Ibn Abu al-Ash’ath was active about 960 GC.  Arabic texts always had word separation.  Ancient Arabic, like ancient Hebrew and other ancient Semitic texts, was written without vowels.  Hence word separation was necessary for unambiguously interpreting a text.  Knowledge transmitted to Europe through Arabic texts contributed to the development of word separation in Latin:

Arabic scientific writings, when translated into Latin, brought word separation with them and formed the earliest body of writings to circulate invariably in word-separated text format.  In these writings, untranslated Arabic phrases, written in Latin transliteration, were always separated, unlike analogous Greek passages in Latin texts, which had been written in unseparated script, except when copied by Irish scribes.

Saenger (1997) pp. 124-5.  Apparently not recognizing the evidence from ibn Abu Usaibia, Blair (2010), p. 26, locates in thirteenth-century Egypt the Arabic development of “hierarchical and numbered divisions of the text, running heads, lettering of different sizes and colors, and tables of contents.”

References:

Blair, Ann. 2010. Too much to know: managing scholarly information before the modern age. New Haven: Yale University Press.

HP: Ibn Abi Usaybi’ah, Ahmad ibn al-Qasim. English translation of History of Physicians (4 v.) Translated by Lothar Kopf. 1971. Located in: Modern Manuscripts Collection, History of Medicine Division, National Library of Medicine, Bethesda, MD; MS C 294.

Saenger, Paul. 1997. Space between words: the origins of silent reading. Stanford, Calif: Stanford University Press.

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did Hunayn author his autobiographical epistle?

Did Hunayn author his autobiographical epistle?  That’s not a nonsensical question.  Autobiography could be merely a literary form that a different author adopted in writing the epistle.  Acting, speaking, and writing in another’s name are as old as drama, spirit possession, and oracles.  An epistle having an autobiographical form is quite weak evidence that its subject actually wrote it.  The weight of all the available evidence, however, favors more strongly Hunayn’s authorship of his autobiographical epistle.

Ibn Abi Usaibia emphatically attributed to Hunayn the epistle’s authorship.   After recounting two sources that conflicted both in the circumstances and date of Hunayn’s death, ibn Abi Usaibia stated:

The truth about what is reported of Hunayn in this connection became apparent to me from a missive by Hunayn himself … These are Hunayn’s words: {… a lengthy transcription of the autobiographical epistle follows, concluding with …} The foregoing is a literal rendering of Hunayn ibn Ishaq’s account.[1]

In response to the epistle’s mention of book production, ibn Abi Usaibia interjected a first-hand physical description of codices that Hunayn produced.  Ibn Abi Usaibia named Hunayn’s scribe, described his script in detail, and described the weight of the codices’ paper.  Calligraphic qualities were of great importance to ibn Abi Usaibia.  Ibn Abi Usaibia seeing the epistle’s script and the weight of its paper can account for his emphatic attribution and for his use of the epistle to determine the truth about Hunayn. [2]

Hunayn’s account is by far the longest transcription that ibn Abi Usaibia included in his History of Physicians.  The transcription includes opening and closing summaries.  It thus probably encompasses the full epistle.   The full epistle isn’t needed to establish the truth that Hunayn died in courtly favor and prosperity.   While ibn Abi Usaibia commonly included interesting stories in his biographies, he easily could have abbreviated the epistle to Hunayn’s latest tribulation.  Including the whole epistle suggests that ibn Abi Usaibia considered the epistle to be a document distinctively worth preserving.  That’s consistent with it being a rare, original document that Hunayn himself authored nearly four centuries earlier.[3]

Within its formal structure, the epistle’s expressively resentful and self-praising ego also weighs in favor of personal autobiography.  The epistle’s prefatory summary begins:

Through my enemies and persecutors and those unmindful of my benefactions, who denied my rights and wronged me, I suffered so many afflictions, hardships and injuries that I was neither able to sleep nor to attend to my duties. Their motive was sheer envy of the knowledge and exalted position with which God, the Mighty and most High, had favored me.[4]

The epistle doesn’t assume knowledge of Hunayn’s credits, not does it describe them as a setting.  Recalled aggrievements lead to asserted credits as if driven by contemporaneous emotional response.   The asserted credits are not limited to general honors; they also detail items of professional pride:

How should I not hate when I am envied by so many and defamed so often in the presence of high-ranking persons, when large sums were spent to have me killed, when those who disparaged me were respected and those who honor me reviled?  And all this without my having harmed any of my adversaries.  The only reason was that they saw that I bettered them in knowledge and skill, translated important scientific works from languages they had neither mastered nor even had the slightest inkling of and turned out work unsurpassed as to elegance and clarity of language, free from faults and slips, of inclination to a specific sect, obscurities and solecisms, meeting the standards set by the Arab masters of style, who are authorities on everything pertaining to grammar and lexicology.  They could find no fault with my work, every concept and meaning rendered by the most suitable and most easily intelligible expression.[5]

The epistle formally has an opening summary, body, and closing summary, and it seems to use autobiography according to the model of a Pauline epistle.  At lower levels of organization, the epistle is mimetic.  That combination suggests the authoring ego being absorbed into closely felt reality.[6]

If courtly etiquette, rather than ontological beliefs, governed behavior toward icons in Abbasid Caliph al-Mutawakkil‘s court, the epistle’s icon story is a plausible representation of reality.  Following the behavioral counsel of a fellow court physician, Hunayn spit on a Hodegetria-type icon in al-Mutawakkil’s presence.  Hunayn subsequently realized he had been fooled.  Nonetheless, he asserted that he had committed no crime.  Hunayn seems not to have been fooled about the ontological status of the icon.  In the epistle’s account, Hunayn didn’t consider carefully the ontological status of the icon.  Hunayn was plausibly fooled about proper courtly behavior toward the icon.  Similarly, the Caliph declaring Hunayn’s behavior a crime makes sense in terms of a serious violation of courtly etiquette.  The seriousness of courtly etiquette is underscored in the Caliph recalling in his dream imploring Christ: “Forgive me for being unable to get up and welcome you, I begged.”  Theodosius’s agent-conditional analysis of the significance of spitting on the icon similarly backgrounded ontology and emphasized responsibility to behavioral protocol.  The Caliph’s punishment of Hunayn for spitting on an icon is not unrealistically harsh if that action is interpreted as an insult to the honor of the Caliph’s court.  The icon story in Hunayn’s autobiography concerns courtly intrigue and courtly etiquette, not the ontological status of icons.[7]

Weighing most heavily against Hunayn’s authorship is the market for the epistle.  With its doubled witness to the teaching of Christ and the wisdom of Galen, the epistle would be most directly relevant to a community of Christian physicians.  It surely would not have had an propitious reception among the Christian physicians closely associated with Hunayn.  Later generations of Christian physician might have been eager for an autobiographical epistle offering Hunayn’s inspiring witness to Christ and Galen.  Perhaps Hunayn wrote the epistle for generations of Christian physicians to come, or for Christian physicians in distant cities.  But the epistle’s survival nearly four centuries to ibn Abi Usaibia’s day can be most simply understood if the epistle had a propitious position in a contemporaneous, local textual market.

Hunayn may have intended the epistle for broader readership than Christian physicians.  The epistle noted:

Every reader, even if not a physician and quite ignorant of the methods of philosophy, and whether a Christian or an adherent of another religion, was bound to recognize the merit of my work. … I may also rightly say that all other men of learning {other than the Christian physicians who were Hunayn’s kin and close colleagues}, whatever was their religion, loved and respected me.

If Hunayn authored his autobiographical epistle, he would have hoped to appeal to this broader market.

A Hunayn follower might have authored Hunayn’s autobiographical epistle more than a generation after Hunayn’s death.  But the overall weight of currently available evidence seems to me to favor Hunayn’s authorship.

More study could bring additional evidence to the authorship question.  Some matters for further study:

  1. In Kopf’s translation, Hunayn introduces the icon story thus: “Here is the story of my latest trial, which took place quite recently.”  Cooperson translates the relevant text as “Here then, is the story of my last tribulation:”  The former translation, particularly with its parenthetical temporal reference, more strongly indicates an author with a specific temporal sense for the events recounted.    The differences in translations may reflect different Arabic source texts, or a subtle issue of Arabic language.[8]  More study of this sentence in manuscripts of ibn Abi Usaibia’s History of Physicians might identify the most accurate translation and contribute some small additional insight into the authorship question.
  2. The significance of ibn Abi Usaibia’s authorship attribution depends on whether he identified the epistle’s script and paper as directly associated with Hunayn.  Did other letters that Hunayn authored survive to ibn Abi Usaibia’s time?  Did Hunayn’s scribe write Hunayn’s letters?  If not, would ibn Abi Usaibia be able to identify the script of Hunayn himself?
  3. The Hunayn epistle uses a Pauline model of autobiographical witness.  Being able to situate the epistle within a history of such authorship would bear on the plausibility of its internal dating (recently relative to 853-858).[9]  The epistle doesn’t indicate a self-conscious intention to be formally innovative within its contemporary literary circumstances.  The form of the epistle is treated as if it’s a well-established literary convention.  Further study might find other evidence of that literary convention in the Islamic world between the ninth and thirteenth centuries.

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Notes:

[1] HP pp. 365, 378.

[2] HP pp. 377.  Ibn Abi Usaibia recognized and distinguished pseudepigrapha.  See, e.g., HP pp. 61, 187, 190-2.

[3] The epistle takes up 12.3 pages in HP.  The next longest transcription in HP is the autobiography of Muwaffak al-Din Abd al-Latif.  That’s 11.3 pages in HP (HP pp. 851-862).  Muwaffak al-Din Abd al-Latif, who was a close friend of ibn Abi Usaibia’s family, described ibn Abi Usaibia as “dearer to me than any other man.”  Ibn Abi Usaibia extravagantly flattered friends and patrons. Including long excerpts of Muwaffak al-Din Abd al-Latif’s writing seems to have been an aspect of such flatterery.  For comparison, ibn Abi Usaibia’s transcription of ibn Sina’s autobiography runs about 5 pages.

[4] HP p. 365.

[5] HP pp. 366-7.

[6] Cooperson (1997) p. 243 notes that the narrator describes in vivid detail events and dialogue that Hunayn himself could not have experienced.  Such passages can be understood as Hunayn’s enacted knowledge of the circumstances and events.

[7] The icon story is at HP pp. 369-76.  Hunayn asserted his innocence when he was informed that the Caliph had ordered him to be killed.  HP p. 373.   In the Caliph’s dream, Christ declared Hunayn’s action a crime in the course of forgiving Hunayn.  Christ’s declaration need not be interpreted as an assertion of Christian truth about icons.  The Caliph had previously publicly declared Hunayn’s action a crime.  Within the Caliph’s dream, Christ’s declaration is plausible as a ratification of the Caliph’s courtly authority.

[8] HP p. 369; Cooperson (2001) p. 111.  Cooperson’s translation is based on the Arabic text of Nizar Rida (Beirut: Dar Maktabat al-Hayat, 1965).  Lothar Kopf, who headed the Oriental Department of the University Library at Jerusalem, died in 1964.  See Ullendorff (1978).  Hence Kopf’s translation was not based on Cooperson’s published source.

[9] The epistle describes Theodosius the Catholicos extravagantly venerating the icon.  HP p. 371.  Theodosius held the office of Catholicos from 853-858.  Cooperson (1997) p. 248, n. 5.  On recently, see translation issue above.

References:

Cooperson, Michael, trans.  2001. “Epistle on the Trials and Tribulations Which Befell Hunayn ibn Ishaq (‘Uyun, pp. 257-74).”  In Reynolds, Dwight F., ed,, coauthored by Coauthors: Kristen E. Brustad, Michael Cooperson, Jamal J. Elias, Nuha N. N. Khoury, Joseph E. Lowry, Nasser Rabbat, Devin J. Stewart and Shawkat M. Toorawa. 2001. Interpreting the self: autobiography in the Arabic literary tradition. Berkeley: University of California Press.

Cooperson, Michael.  1997. “The Purported Autobiography of Hunayn ibn Ishaq.” Edebiyat, v. 7, pp. 235-249.

HP: Ibn Abi Usaybi’ah, Ahmad ibn al-Qasim. English translation of History of Physicians (4 v.) Translated by Lothar Kopf. 1971. Located in: Modern Manuscripts Collection, History of Medicine Division, National Library of Medicine, Bethesda, MD; MS C 294.

Ullendorff, Edward. 1978.  Review of Lothar Kopf, Studies in Arabic and Hebrew Lexicography.  Bulletin of the School of Oriental and African Studies, University of London, Vol. 41, No. 3 (1978), pp. 586-587.

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government publications relatively more popular last century

Some government publications were borrowed amazingly frequently from the Muncie Public Library in Indiana between 1891 and 1902.  The adult title most frequently borrowed from the Muncie Public Library was Marie Corelli’s novel, The Sorrows of  Satan.  Like recent best-sellers, popular spiritual interests are a central feature of The Sorrows of Satan.  In surviving borrowing records from 1891 to 1902, The Sorrows of Satan was borrowed 342 times.  For comparison, the following publications were borrowed 138, 128, and 111 times, respectively:

  •     The War of the Rebellion: a compilation of the official records of the Union and Confederate armies
  •     Annual report of the Board of Regents of the Smithsonian Institution
  •     Report of the tests of metals and other materials for industrial purposes made with the United States testing machine at Watertown Arsenal, Massachusetts

All three of the above are Government Printing Office (GPO) publications.  Almost surely no GPO title today is borrowed anywhere near a third as frequently as popular books like Dan Brown’s Angels and Demons.  But in Muncie between 1891 and 1902, these three GPO publications were borrowed about a third as frequently as The Sorrows of Satan.

Government communication today tends to be viewed as a minor sector of the communications industry.  Government communication, however, is likely to grow more important in the future.

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Data note:

The Muncie Public Library circulation data are available via Ball State University’s What Middleton Read website.  The three GPO publications are multivolume sets.  The number of volumes of each title that the Muncie Public Library held isn’t clear.  The library had two copies of The Sorrows of Satan.   The circulation statistics above aggregate across instances or volumes of each title.  Some recent U.S. government publications, e.g. the Starr Report, the 9/11 Commission Report, and the Iraq Study Group Report, have attracted considerable popular interest.  But they have sold many fewer copies than best-selling fiction.  No government documents appear in the top-250 more frequently borrowed items in UK public libraries, 2009/10.

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popular book publication age decreased greatly since 1895

From 1891 to 1902, the twenty most frequently borrowed books from the Muncie Public Library in Indiana had a median publication date of 1878.  From July 2009 to June 2010, the twenty most frequently borrowed books from UK public libraries had a median publication date of 2009.  Among the top 250 borrowed books from UK public libraries in 2009/10, only twelve were published in 2005 or earlier.  These data suggest that the time since publication of popularly read books has shortened greatly over the past century.[1]

An increase in the share of adult books among borrowed books accounts for some of the reduction in popular-book publication age.  The twenty most frequently borrowed books from the Muncie Public Library are predominately young adults’ books.  The twenty most frequently borrowed books in the UK in 2009/10 are predominately adult books.  Comparison between adult and children books among most frequently borrowed books in the UK shows that the adult books have more recent publication dates.  The eight earliest publication dates among the top-250 most frequently borrowed books in the UK in 2009/10 are all children’s books.

Nonetheless, popular-book age decreased greatly even recognizing the different lifespans of children’s and adults’ books.  Among the top twenty most frequently borrowed children’s fiction in the UK in 2009/10, the median publication date is 2007.   That implies a median age of under four years, compared to a median age of greater than 12 years for the top twenty most frequently borrowed titles from the Muncie Public Library from 1891 to 1902.

More popularly influential mass media and greater popular communication capabilities are a plausible explanation for the lesser publication age of books most frequently borrowed from public libraries.   Greater social influence has been empirically associated with less predictability of social choices and greater popularity among the most popular items.[2]  Greater social influence is also plausibility associated with faster changing book-reading interests.

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Sources and data: The Muncie Public Library circulation data is available via Ball State University’s What Middleton Read website.  The UK library circulation data comes from the UK’s Public Lending Right.  The Guardian has a general overview of the UK data.  Here are the most frequently borrowed books for Muncie and the UK (Excel version), augmented and arranged to be directly relevant to the above discussion.

Notes:

[1] An obvious limitation is that the earlier data are for only one public library.  About 700 public libraries across the U.S. still have library records from the 19th or early 20th century.  I hope that other public libraries will follow the example of Muncie Public Library and Ball State University in digitizing historic library records and making them available on the web.  Wayne Wiegand has made available records of the book collections of five U.S Midwestern public libraries from 1890 to 1970.   Expanding this dataset is also a worthwhile project.

[2] See Matthew J. Salganik, Peter Sheridan Dodds, and Duncan J. Watts, “Experimental study of inequality and unpredictability in an artificial cultural marketScience, 311, 854-856 (2006).

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think of the children in book history

Along with sensational crime, concern about children has been a major theme in popular print.  The U.S. Government Printing Office (GPO) recently stated:

Perhaps the all-time bestseller was the pamphlet Infant Care, first published in 1914 by the newly established Children’s Bureau. A GPO press release in November 1942 announced the 25,000,000th copy of Infant Care, and captured the significance of this type of Government document, “…in 1914 few mothers had access to authoritative information in low-cost form on the care of their babies.” Infant Care remained an active best-seller through many more editions, the last in 1984. It was translated into eight languages and published in Braille. [1]

Human beings have been caring successfully for infants for at least 100,000 years.  All types of primates have been successfully doing it for millions of years.  Only rather peculiar intellectual history could develop millions of humans who read a book about how to care for infants.

Infant Care “by Mrs. Max West” offers useful, no-nonsense advice while at the same time supporting authority.  Here’s Mrs. West on breastfeeding:

The majority of mothers can nurse their babies, at least in part, if they have suitable care and advice. What is chiefly required is that this conviction should enter the mind of the mother and abide there; for the fear that she will not be able to perform this function, or that the milk will not or does not agree with her child, has more to do with the supposed inability to nurse than any other one factor. The gland which secretes milk is a wonderful and delicate mechanism. So intimate is the connection of the mammary nerves with the mind that the mental states of the mother are readily reflected in their function. Fear, anger, or worry may serve to check the secretion of the milk, or to change its quality so much that, for the time being, it is unfit for use, while, on the other hand, a calm mind, joy, laughter, and delight in life, coupled with the desire and intention to nurse the baby, will make it possible to do so. Failing this spirit, all other measures may prove futile. [2]

This represents the problem it addresses.  Why would many mothers come to believe that they cannot nurse their babies?  Perhaps because they grew up in an intellectual culture where stating “the majority of mothers can nurse their babies” is unremarkable, but qualified with “at least in part, if they have suitable care and advice.”

Commercial institutions of public communication eventually engaged with the advice in Infant Care.  GPO first printed that publication in 1914.   Responding to the demand for baby books evident in the demand for Infant Care, a publisher convinced Dr. Benjamin Spock to author The Common Sense Book of Baby and Child Care, first published in 1946.  Dr. Spock, writing with the authority of a certified pediatrician, advised parents to trust their instincts and common sense. The book began: “Trust yourself. You know more than you think you do.”  Parents could trust the authority of Dr. Spock for that view.  Dr. Spock’s baby book became one of the best-selling books of all time.  An astonishing 50 million copies were sold.  Sadly, rather than prompting laughter, Dr. Spock’s advice became a matter of bitter public controversy.

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Notes:

[1] GPO (2011) p. 100.  Second only to Infant Care in popularity among GPO publications was a Special Report on Diseases of the Horse, first published in 1890.   By 1903, GPO had printed 700,000 copies of this book.  It had a printing lifetime of seven editions and 52 years.

[2] West (1914) pp. 32-33.

References:

GPO, United States. 2011. Keeping America informed: the U.S. Government Printing Office : 150 years of service to the nation. [Washington, D.C.]: U.S. G.P.O.

West, Mary (Mills). 1914. Infant care. Care of Children Series No. 2. U.S. Dept. of Labor, Children’s Bureau. Washington: Government Printing Office.

different faces of publicity

Various popular sayings claim that negative publicity is better than no publicity:

  • there’s no such thing as bad press
  • there’s no such thing as bad publicity but your own obituary (attributed to Brendan Behan)
  • the only thing worse than being talked about is not being talked about (attributed to Oscar Wilde and Joan Crawford)

According to a recent empirical study, negative reviews can increase sales of an unknown product by increasing product awareness.  Persons tend to prefer the familiar relative the unknown.  A negative review’s contribution to awareness can outweigh its effect on sentiment, particularly since sentiment tends to dissipate faster than awareness.[*]

The meaning of publicity and awareness are changing with the fragmentation of mass media and the rise of personal, Internet-based communication.  Mass-media publicity and awareness now do not necessarily delimit meaning.  Instead, mass-media publicity and awareness may prompt Internet search and further inquiry.  Bad publicity can lead some exposed person to find a much wider range of information.  On the other hand, the value of mass-media awareness probably has decreased relative to search-engine findability.  Publicity of the traditional sort is no longer necessary to connect with a large number of persons.

One conclusion you can count on: economic analysis will show that results depend.

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Video of Sokari Douglas Camp’s Masquerader with Boat Headdress (1987), on display at the National Museum of African Art, Washington, DC.  In the Kalabari culture of Nigeria, men perform masquerade performances honoring water spirits.

[*]  Jonah Berger & Alan T. Sorensen & Scott J. Rasmussen, 2010.  “Positive Effects of Negative Publicity: When Negative Reviews Increase Sales,” Marketing Science, INFORMS, vol. 29(5), pages 815-827, 09-10. DOI: 10.1287/mksc.1090.0557

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a creative revolution in advertising

massive array of speakers

William Bernbach, an influential U.S. advertising creative director, analyzed U.S. media in 1949:

At that time there was not a great deal of competition for an advertising message. Television was just beginning, people had time to read. But it was clear to us that there would soon be tremendous competition for the attention of the consumer. And that unless the advertising message was put down in a fresh way that made people select it out of a bombardment of messages, that made people care and respond to it, it was not even going to be perceived.[*]

Before 1949, typically advertising copy writers would write ad copy and then take the text to their art department to lay out the ad.  Bernbach’s advertising firm, Doyle Dane Bernbach, combined copywriters and graphic designers into one collaborative creative team that sought to produce ads that were original, fresh, and imaginative.   Doyle Dane Bernbach’s ads were prominent drivers of a creative revolution in U.S. advertising.

The Interactive Advertising Bureau has recently called for a creative revolution … in ad formats.   It then adopted six new ad formats.  The most notable characteristic of these new ad formats is that they are relatively large.

Competition for attention today has reached a level that Bill Bernbach probably never imagined.  A creative revolution in advertising today requires deep changes in business organization and integrating sense in communication across words, images, and personal actions.

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[*]  Quoted from interview with William Bernbach, printed in DDB [Doyle Dane Bernbach] News, June 1974.

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moving beyond "man bites dog" news

On March 15, 2011, the New York Post reported:

TEL AVIV — A snake that bit Israeli model and actress Orit Fox in the chest has died of silicone poisoning from her surgically enhanced breasts.

Spanish TV channel Telecinco’s footage shows the model fondling the serpent for a feature last month on Israeli DJ Shmulik Tayar’s radio show.

Google News has about 34 articles covering this story, plus some blog posts that correct the facts.   The Internet is helping to return the world to the golden age of public-interest journalism.

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movies and television shows are equal on Netflix

Netflix CEO Reed Hastings recently stated that Netflix subscribers watch about equal minutes of movies and television shows.[1]  Those movies plausibly average 80 minutes in length, while the TV shows, perhaps 40 minutes.  Hence Netflix subscribers watch roughly twice as many TV shows as movies.   The secondary-market TV-show business developed largely as an adjunct to the secondary-market movie business.  In terms of viewers’ secondary-market choices,  TV shows are not, however, of little weight relative to movies.  More significantly, secondary-market developments are  eroding the distinction between movies and TV shows.

A key difference between movies and TV shows is advertising and promotional expenses.  Promotional expenses (advertising and marketing) for movies average roughly 50% of the total cost to produce the movie (“negative cost”).  Direct promotional costs for TV shows are much less.  Network executives’ choices for program placement in the TV programming schedule is a crucial promotional decision for a TV show.  That decision is not a direct monetary transaction.  More generally, movies are sold individually.  TV is sold to viewers through subscriptions to bundles of television channels.

old RCA television

The differences in how movies and TV shows are sold shape their different lengths.  Feasible theater showings per evening, perceived relation between ticket value and movie length, and economies of scale in promotion control movie length.  Regular, easy-to-remember program blocking and time-of-day scheduling economics determine TV show lengths.

Netflix subscriptions do not differentiate between movies and television shows.   Netflix’s subscriber acquisition cost has little relation to the difference in promotional expenses for movies and television shows.  Within a Netflix subscription, the factors that determine movie length and TV show length are irrelevant.   Netflix’s streaming service is growing rapidly.[2]   With streaming video, the economics of physical media capacity and physical mailing costs also do not matter for video content length.   How streaming video minutes are grouped into content works is economically irrelevant.

YouTube is incorporating a wide range of video content lengths.   Three months ago YouTube increased the maximum length of non-partner videos to 15 minutes.   YouTube also now hosts a growing collection of traditional movies and TV shows.  In addition, YouTube also serves independently created video shows with widely varying lengths and live webcasts, including at least one spanning 24 hours.

With its Kindle Singles, Amazon is experimenting with new lengths for textual works.  Amazon’s announcement of its Kindle Singles notes:

Less than 10,000 words or more than 50,000: that is the choice writers have generally faced for more than a century–works either had to be short enough for a magazine article or long enough to deliver the “heft” required for book marketing and distribution. But in many cases, 10,000 to 30,000 words (roughly 30 to 90 pages) might be the perfect, natural length to lay out a single killer idea….

Amazon currently indicates that it will sell Kindle Singles individually.   Because of economies of scale in marketing and diversity in user content preferences, subscriptions to content aggregates offer considerable business advantages.

Over coming years, the size distribution of content works is likely to be much different than the size distribution today.[3]

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Notes:

[1] Q3 2010 Netflix Earnings Conference Call, Oct. 20, 2010, Final Transcript, p. 2.

[2] According to Sandvine’s Fall 2010 Global Internet Phenomena Report, p. 14, “20.6% of all peak period [8pm to 10pm] bytes downloaded on fixed access networks in North America are Netflix.”  Netflix introduced streaming video in Canada on Sept. 22, 2010.  Id. p. 15, with a tendentious presentation, describes that business as obtaining “shocking levels of success.”  Netflix projects its Canada business, with large upfront content costs, to turn profitable late next year.  See Netflix Q3 2010 Call, Final Transcript, pp. 4, 8.

[3] According to comScore, the average duration of online videos viewed rose from 2.9 minutes per video in July, 2008, to 4.9 minutes per video in Sept. 2010.  Here are the relevant data and source links.

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