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If Time is the New Currency...

BY Danielle SacksWed Aug 16, 2006 at 12:56 PM

Talk to anyone in the ad industry these days and the mantra de jour is: time is the new currency. Brands, entertainment, technology...you name it, we're all competing for the public's attention. And if someone is willing to spend "time" with you (forget spending money), in this fractured, over-caffeinated, A.D.D. world, someone gracing you with their attention is the ultimate compliment.

Yet, ironically, if you take a step back it seems people have more free time than ever. Blogs, podcasts, YouTube, MySpace...who are all these people who have tons of excess time to make spoof commercials and Mentos montages? I can barely climb out of the deluge of magazines that pile up next to my bed every week, yet there seem to be an abundance of folks who have all the time in the world to create "user-generated" content that's all the rage these days.

Is there just so much pent-up creativity out there that now that there's an outlet, people are simply making better use of their time? Or is this renaissance of expression really just a euphemism for reduced office productivity? What is the public's threshold for giving away all of our free time for free?

Please let me in on the secret. I'm dying to know.

Topics:

Work/Life, culture, YouTube LLC, MySpace Inc., Media, Advertising


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Recent Comments | 8 Total

August 16, 2006 at 3:47pm by roger fulton

or is it that they are giving up enmasse, the traditional straight n narrow, rigid n low tortuous ways of corporate world that regulates every bit of freedom of expression out of one's soul??

August 16, 2006 at 5:49pm by Hugo Macedo

43 optional temptative answers:

1)...probably they are speending less time in front of TV, reading less newspapers & magazines, walking arround, going to cafes and practicing sports. We are seeing an emmergence of new hobbies - content-creators - and that replaces other old fastion hobbies

2)"Productivity" - let us remember that more time does not mean more productivity. By that simple measure we would go back to the Ford T years with assembly lines and rigid control of time - if we could go back :)

3)probably there is no more "productivity" (like the one mentioned) because we are trading our allways-in-contact Blueberry-world with being able to pay our bills during office ours via online banking, using our phone our messenger to connect with friends. So there is no use investing in IT? well there is no choice, nowadays is people-power! People just want to connect, interact and jam their timetable.

4)Productivity comes from innovation. What are the ingredients of innovation? if they exist I'm sure they include connections, interaction and beeing exposed to information. Where can we do all this? In the Internet.

sorry to expand so much the discussion, but the point is very intersting and open so many new perspectives...

Hugo

August 16, 2006 at 8:29pm by Adesh

The answer for me to this question is simple:

...I have don't have time for telemarketers calling at all hours...'cause they don't know what I want

...I don't have time to react to the hundred's (even thousands) of messages being fired at me every day...'cause I don't want 99% of the stuff they are pitching

So in that sense I don't have time. I do have time however to do what I want to do; like blog, create content, etc...

In short, I don't have time for them; I do have time for me.

August 17, 2006 at 6:36am by Sanin

BTW you should double or even triple the time spent on creating “user-generated’ content. Because people not only creating it but also reading and discussing. Like we do ;)

August 17, 2006 at 6:39am by Sanin

I’m sorry for posting twice. There should be some CAPTCHA to prevent such postings.

August 17, 2006 at 9:14am by David Lawson

I certainly do not have more time and many others I know are struggling to keep up with the pace of life. Much depends on where you live - and what you do. Many people have no choice and under so much pressure in their working lives to earn enough money to pay for the high cost of housing, energy bills, cars, mobiles, broadband, cable TV, gym membership, kids education latest kids must have, food and general support of their families.
Whether married or divorced the quality of some peoples lives is a modern day slaver.

I appreciate we have other convenience in some aspects pay bills on line but consider the time and cost when dealing with the large call centres customer service methods that is time and cost to all consumers.

August 17, 2006 at 10:49am by Jillian

Such an attention starved world ~ it's like being in H.S. and watching the other kids try to be popular. I personally find "online time" spent on me to be benign. If someone - whether it be a company or an individual wants to whoo me, sell me, influence me then I need a little bit more than a posted comment on my space...:)) I want to see society try alittle harder -we are losing a lot of basic coomunication skills.

August 17, 2006 at 4:51pm by Jake

We are all given the same number of hours a day. The earth turns at a predefined rate. The only way to "Get more Free Time" is to slice it up different. As I get older now its obvious to me that we are poor managers of the one thing that we can not get any more of once it is gone. Time. Spending that time doing things that are fun, interesting, exciting, etc... That makes a lot of sense... So whats enabling us to do this? We all now have access to "Time Machines". For real...we do...Do you have a TiVo? Or the generic Cable TV's version of it? Do you have wireless access to your information? A cell phone with Internet? Remnote access to files that are miles and miles away? All of these things save us time. EVEN with our piss poor time management skills we have managed to shave time off everywhere. Some people use this extra time to do more work... Some people use this time to play with the kids. Me personally... I dont have to watch commercials, I can answer e-mails at lunch so I dont have to "Rush" back and I can leave work early to save time on the freeway because I can "Time Shift" that last hour of work from the Office to Home easily. I can spend the hours that Im given doing the things that I WANT to do because the things that I HAVE to do I can get done quicker and easier than ever before. Time shifting and Time travel... All with simple products that take time stealing tasks and either move them to when they are less time intensive or completely remove their drain on time completely.

Hopefully I havnt wasted any of YOUR time with this post. =)

Jake-