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...book And Then There's This, Harper's senior editor Bill Wasik tracks Web fads, viral marketing campaigns and the flash-mob phenomenon - which Wasik himself created - to determine just how little staying power trends have when faced with our fractured, hyperactive attention spans. Wasik talks to TIME about his findings, and why he can't stop looking at his RSS reader. (Read about how the Internet changed music...

Author: /time Magazine | Title: The Internet's Short Attention Span | 6/11/2009 | See Source »

...come to invent the flash mob? I sent an e-mail out to about 60 people that said, "You have been invited to join the Mob Project. It gathers an inexplicable mob of people in New York City for 10 minutes or less." There was a Frequently Asked Questions section that consisted of one question, which was, "Q: Why would I want to join an inexplicable mob?" The answer was, "Tons of people are doing it." It was a wink at conformity and herd mentality. I didn't expect people to adopt the idea in other cities. Literally within weeks...

Author: /time Magazine | Title: The Internet's Short Attention Span | 6/11/2009 | See Source »

...that hit the air on June 2, is remarkable for its unusual tone. "Let's be completely honest," it begins. "No company wants to go through this ..." If starting with contrition is an attention grabber, especially for a chest-thumping car company, even more so are the images that flash across the screen as the ad turns to its next theme: "Reinvention is the only way we can fix this, and fix it we will," the narrator intones over footage of people streaming out of public transport, a runner with a prosthetic leg, a hockey player felled in the agony...

Author: /time Magazine | Title: GM's New Ad Campaign: Will It Restart the Engines? | 6/11/2009 | See Source »

...deliberate before issuing the injunction that stopped the Major League Baseball strike of 1995. Also well known for ruling against a group of white firefighters from Connecticut who were denied a promotion because not enough minority candidates had passed the advancement exam. Has issued few rulings on cultural flash points like abortion...

Author: /time Magazine | Title: Sonia Sotomayor: Obama's Supreme Court Nominee | 5/27/2009 | See Source »

...holding off on China's offer to negotiate a peace treaty, insisting that Beijing must remove missiles pointed at his island as a precondition to talks. Relations between the two have improved so much, he believes, that the security threat has been significantly alleviated. "Taiwan is no longer a flash point in East Asia, and that's what we want," Ma says...

Author: /time Magazine | Title: Building Bridges to China | 5/25/2009 | See Source »

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