Influx

According to a report in the New Scientist magazine, researchers at HP Labs calculated that the average story posted onto the front page of the news site Digg, has a life expectancy of 69 minutes.

Although Digg isn’t yet the mass market place of attention, it indicates that in an over abundant world, attention is fleeting at best.

It demonstrates just how hard it is to get noticed and even if you manage it, attention quickly wanes.

These days there are two things brands need to do:

1. Get noticed

2. Sustain attention

Both things are getting tougher and tougher to achieve, but as we keep saying, it’s all about doing more and experimenting more.