The e-Book Information Evolution

April 19, 2013 9:05 am

Great content creates a ritual that keeps people coming back

For anyone with a love of information, literature or knowledge, the idea of books being destroyed is distressing, not just on a surface level of loss, but more deeply due to the unpleasant politically motivated connotations ‘book burning’ has had in the past. Certainly, the last place one would expect the destruction of books to be taking place is in a university, yet this is exactly what has been happening in Sydney.

It has been reported that in recent years, the University of New South Wales library has been disposing of 50,000 volumes a year in order to make more space for a café-style culture in the learning hub; actions that have been met with outrage by academics.

‘There’s something profoundly wrong, and symbolically wrong, about a university destroying books,’ says David Miller, a professor in the School of History and Philosophy at UNSW. ‘Universities are in the business of passing on knowledge and books – no matter how the use of books is shrinking – still remain a very important symbol of knowledge.’
New technology is changing traditional media
On a practical level, the clearing of volumes that have been translated to a digital format makes sense. Yet the affront many feel at the idea of books being destroyed speaks to the sentimentalism surrounding our consumption of information.

When the great communicator and theorist Marshall McLuhan said ‘the medium is the message’, he spoke to the core of current debate around hard-copy books and their digital counterparts. Why else would the new generation of digital readers such as the Kobo™ and Kindle™ feature book-like design elements such as a ‘page-turning’ function that mirrors the flicking action of someone reading a standard paperback?

We all have our preferences when it comes to consuming content. The writer of this blog reads two or three newspapers online daily, going the entire work week without purchasing a paper copy. This is how she consumes her information. On a Sunday, however, she ritualises the experience, walking to the same newsagency, collecting a coffee on her way home and savouring the woody scent as she settles in for an hour of devouring the weekend news.

It is not just the information that works its way into our hearts and minds. It is the seeking out of information, the way in which we approach it, that becomes ingrained in our culture.

In terms of creating new content through new channels, it is wise to keep McLuhan’s advice in mind – with the added caveat that if the content itself is poor, it’s not going to engage people (and get the message across) no matter how good the medium. Great content creates a connection that encompasses not only the information presented, but the experience of the consumer in engaging with that content.

Whether it is the smell of an old book as it falls open on a favourite passage, the daily treat of a tea and biscuit as an employee pauses their workday to read their favourite blog, or even the smooth, reassuring weight of an iPhone as a commuter scrolls through the latest Tweets, content is always tied up in ritual.

Great content acknowledges this, and delivers itself in a way that enhances this ritual.


The Message is brought to you by Tick Yes – providing solutions for all your digital and content marketing needs.

Image sourced from: Fast Company





  • Content Marketing News & Views Why Your Brand Needs a Podcast

    Why Your Brand Needs a Podcast

    Can you imagine speaking directly to a captive audience of potential customers? I’m not talking about the room of people you might find at a conference or seminar, but potentially tens of thousands of prospective buyers, listening to you from their home, on their way to work, during their lunch break or maybe even at the gym. This is the power of podcasting, and it’s one of the fastest growing and exciting marketing mediums available to businesses in 2017. It’s […]

    Read more →
  • Content Marketing Features The Power of Personalised Content

    The Power of Personalised Content

    With the incessant growth of digital communications, newspapers and other publishers have been forced to come up with new ways to tell stories. Companies that are not in the publishing business, but use content as a part of their marketing strategy can learn a lot from these emerging storytelling tactics. When it comes to personalised content, gamification is king. The more you can learn programmatically – primarily using data for better targeting – about your customer or audience member, the […]

    Read more →
  • Features Social Media The Latest Social Media Fails

    The Latest Social Media Fails

    There’s one big flaw that all brands have that no one likes to talk about: they’re run by fallible, emotional and sometimes careless human beings. Every once in a great while, these humans make mistakes—they slip up all too publicly on their brands’ social media properties. When this happens, most us watch the disaster unfold with bewilderment at the stark stupidity of it all. While these mistakes often create backlash for brands, and sometimes a bit of recovery work, they’re not necessarily […]

    Read more →
  • Features News & Views Is All Publicity Good Publicity?

    Is All Publicity Good Publicity?

    We’ve all seen those marketing campaigns that went, oh, so very wrong. They’re often around to clog up our social media feeds for a couple of days, garner some negative attention, and then they die off. But the real question for marketers is: how damaging was the campaign to the brand? We’re taking a look at whether or not all publicity is good publicity, and whether you can expect to recover from a serious popular culture blunder. Everyone’s Goal: Good […]

    Read more →
  • News & Views Don’t Forget to Pat the Dog

    Don’t Forget to Pat the Dog

    A few days ago I posted an article called The Stupidity of Silence where I suggested that ceasing all contact when someone doesn’t give you what you want is a really dumb strategy. Here’s another one. We’re looking to sell our house at the moment. Part of the process is interviewing real estate agents. Theirs is an incredibly competitive business where all they’re offering is reputation and the perceived ability to persuade people to buy. The first agent who came […]

    Read more →
  • Content Marketing How to Make Your Content Actionable

    How to Make Your Content Actionable

    Content is not a magical formula that will make your target audience find your product and then breathlessly buy from you. The power of actionable content comes from your ability to attract the right audience, enabling them to interact with you and then to elevate that relationship to the next level i.e. for them to become a customer. So, how do you make your content actionable? Most importantly, you must give the reader, viewer or listener a sense of how they […]

    Read more →
  • News & Views The Stupidity of Silence

    The Stupidity of Silence

    It always astounds me when people in business don’t follow-up with a simple thank you email or even a note – when was the last time you received a handwritten thank you note? – after we’ve had some type of interaction.

    Read more →
  • Email Marketing Features What you Need to Know About Email Marketing for Mobile

    What you Need to Know About Email Marketing for Mobile

    It’s no secret that smartphones and tablets can no longer be ignored by email marketers—and there aren’t many more marketers out there doing so. It is a massive part of customer communication and revenue, but do you know just how massive? The following statistics come from all corners of the globe, and from many different industries. While they keep changing everyday, some are quite shocking. Here’s a brief description of everything you need to know about the power of email […]

    Read more →
  • Digital Marketing Features How to Reduce Your Media Spend & Achieve Better Results

    How to Reduce Your Media Spend & Achieve Better Results

    Digital marketing has changed the media landscape forever and marketing budgets are being spread across channels – mainly digital – that previously didn’t exist. The problem is that optimisation is not as simple as it was before; if you’re not careful, your spend can get out of hand. By optimising each of your channels, you can reduce your media spend and achieve better results – all the while proving a positive return on investment (ROI) for every dollar you spend. […]

    Read more →
  • Features News & Views Digital Marketing Lessons To Be Learnt From Donald Trump

    Digital Marketing Lessons To Be Learnt From Donald Trump

    Donald Trump teaching you marketing lessons? Seriously? Yes, seriously. Love him or hate him, Donald Trump has made the race for the White House fascinating. And fascinating doesn’t happen by chance. Exceptional marketing combined with good old fashioned, in-your-face salesmanship are central to the success of his campaign – so far. So putting aside your opinion on his politics, let’s look at what can be learned from Trump’s ‘Making America Great Again’ campaign. Know Your Audience Contrary to the opinion […]

    Read more →