The Revenge of Analog

Ok, here’s one to add to your summer reading list and a topic that has sparked much contemplation – David Sax’s The Revenge of Analog: Real Things and Why The Matter. In this book, David tackles the subject of how we have shifted, changed and morphed as humans with our rush to the internet, our rush to digital versions of everything, and of course, instant gratification with the internet in our pockets (our ubiquitous, glass-clad smartfriends always within grasp). As humans, we are tactile by nature and we revel in the roughness of the paper books we settle in to, the softness and suppleness of skin, and all the wondrous feedback we get from one of our most involved senses – touch. From a growing resurgence of analog technologies – think paper, film, vinyl, retail (Amazon did after all just purchase 450+ physical stores with Whole Foods) – Sax explores how we as humans appreciate physical mediums, postulating that these are “superior mediums for life.”

It’s a fact that millennials prefer and seek out print. Yes, you heard me – print! Just like digital directly targets our pleasure centres and acts like an addictive drug spiking our dopamine and driving our serotonin to an 11, print (in all of its physical manifestations) is tactile, real, doesn’t interrupt us, has an actual endpoint (as opposed to the cacophonous tributaries that online offers), and seems to nourish our senses on a multitude of levels. Even our Gen Z nine-year-old craves real books, dragging them from room to room in our home, or house-to-car/house-to-plane when we travel. He could, of course, read online or on a tablet, but he lights up (not from a screen) with the page turning of a very tangible book in hand. It will be interesting to see if records, film and other analog fascinations are simply a throwback fad, or if these trends are somehow symptomatic of our innate cravings for the palpable.

As I have extolled in past Mashups, and our Print in a Digital World Trend Reports, the meeting of the Gutenberg Press and the Internet is truly a perfect storm – an intersection of two of the best transfer mechanisms of the ages. As humans, we thrive in a hybrid world where we can go fast and slow at the same time, where we can delve and dabble simultaneously, where we can have our cake and download it too… where we are digital and analog all at once. We live in exciting, transformative times and we have to always remember that we are harnessed to dopamine, slaves to serotonin – creatures, that by our very nature, are wooed by the novel, the new, the flashy fidget spinners of the world. So when you’re planning your next marketing incursion, don’t forget to tap into all that is possible as our old analog friends make a comeback and our human needs continue to drive our choices.

Michael Chase, CMO
St. Joseph Communications


Apple Takes Augmented Reality Mainstream

Apple Takes Augmented Reality Mainstream

Apple is working to make augmented reality more accessible by launching its ARKit this fall. The possibilities for this new and easy to use technology are seemingly endless, with companies such as IKEA already capitalizing on its potential.

The Toronto Life Garden Party Draws a Sellout Crowd for Third Year in a Row

Toronto Life Garden Party 2017

See the photos from inside our Toronto Life‘s 2017 Garden Party, a special one-night event held on July 12 at the Toronto Botanical Garden.



Here's Why Newspapers are Banding Together to Fight Google and Facebook What's the Difference Between Content Marketing and Advertising? Dear Canadian Retailers: China Wants Your Products
Here’s Why Newspapers are Banding Together to Fight Google and Facebook
Even as audiences consume more news content, the publishers that undergo the expensive process of producing it are not reaping the monetary rewards. A new effort is under way to help level the playing field with the dominant “duopoly” of Facebook and Google.
What’s the Difference Between Content Marketing and Advertising? 
Four members of The Content Council, including St. Joseph’s own Jacqueline Loch, share their views on whether content marketing and advertising are entirely different disciplines or one and the same.
Dear Canadian Retailers: China Wants Your Products
Canadian brands have been slightly late to the game in China, but that just means there is pent-up demand. Chinese consumers associate Canada with a pristine environment and top-quality products, presenting a huge retail opportunity for Canadian brands of all kinds.
Facebook Takes Messenger Ads Global Louis Vuitton’s Debut Smartwatch Ups The Luxury Wearables Game The 25 Best Ads of 2017 (So Far)
Facebook Takes Messenger Ads Global
Facebook will start showing users ads on the homepage of its Messenger app as it looks to offer advertisers more ways to reach consumers beyond its core social network.
Louis Vuitton’s Debut Smartwatch Ups The Luxury Wearables Game
Louis Vuitton has launched its first smartwatch, The Tambour Horizon. Mixing elegance with connectivity, this tricked-out timepiece can be used for the first time ever right across the globe.
The 25 Best Ads of 2017 (So Far)
AdWeek presents some of the most clever, beautiful, interesting and entertaining TV, video, print, outdoor, digital and social ads from the year so far.

Now, tell us how we can help