
Worthwhile piece in the NY Times blog section, taking up readers’ arms against Jobs’s statement that no one reads anymore. Starts out wispy, romantic reader:
The Mac, Pixar, the iPhone, the iPod, iTunes. This stuff is cool. Lighter than air. iGetit. But it’s just product, dude.
Reading is something else, an engagement of the imagination with life experience. It’s fad-resistant, precisely because human beings are hard-wired for story, and intrinsically curious. Reading is not about product.
This is a view I’m sympathetic to, but being a designer for marketing groups, I’ve learned the hard way to let go of even my most strongly held opinions (not to mention beliefs, principles and ethics
). But it doesn’t take on the figure cited by Jobs: “the fact is that people don’t read anymore. Forty percent of the people in the U.S. read one book or less last year.â€?
Towards the end of the piece, the author takes on this argument. He notes that Jobs got the number from a report that has many question marks over it. Then he cites some other data, with the snobby aplomb of a serious reader:
Last year, a survey for the Associated Press found that a much smaller number — 27 percent — had not read a book lately, which means nearly three-in-four have read a book. Steve Jobs may be many things – maestro, visionary, demi-god – but he apparently isn’t a careful reader of certain market reports.
The more compelling statistic was rarely mentioned in news accounts of the A.P. story: the survey found that another 27 percent of Americans had read 15 or more books a year. That report documents a national celebration.
Most companies would kill for a market like that – more than one-fourth of the world’s biggest consumer market buying 15 or more of its items a year. And half the population bought nearly 6 books a year. If only Apple were so lucky. The latest Harry Potter book sold 9 million copies in its first 24 hours – in English. “The DaVinci Code,� a story of ideas even with its wooden characters and absurd plotting, has sold more than 60 million copies.
I’m not sure that puts the point to rest, though. The blog also acknowledges that publishing isn’t growing briskly, that some companies are merging to survive, and the industry had a puny 1% growth last year.
(Re: the picture. We still have a ways to go on search. Finding this picture took quite a bit of work: “Captain Kirk” + reading, “Captain Kirk” + eyeglasses + book, etc. Didn’t yield anything. It wasn’t until I remembered that it was Tale of Two Cities he was reading that I had any luck. Even then, I had to switch out of images and troll sites for it, and even THEN I had to settle for a picture that looks like he’s on the toilet.)