{"product_id":"crafting-white-paper-2-0-designing-information-for-todays-time-and-attention-challenged-business-reader","title":"Crafting White Paper 2.0: Designing Information for Today's Time and Attention-Challenged Business Reader","description":"\u003cp\u003eToday, we live in a world of 'abbreviated information'. We don't send long emails, we opt for brief text messages or 'Tweets' via Twitter. Unlike previous generations, we have become a 'short attention' society, unable to read detailed information for a substantial period of time before becoming distracted by events that require our immediate attention.\u003c\/p\u003e\n\n\u003cp\u003eAs we grow accustomed to short, quick messaging methodologies, our ability to read lengthy and detailed information such as white papers will decline.\u003c\/p\u003e\n\n\u003cp\u003eTo address this growing trend, white paper information must change from an 'all-text' medium to one that includes new elements that appeal to today's time and attention-challenged business reader.\u003c\/p\u003e\n\n\u003cp\u003eThis book will help white paper marketers recognize this growing trend, and incorporate a host of new white paper elements that engage the 'short attention' reader. In doing so, marketers can have a greater impact with their white papers enabling greater business marketing effectiveness.\u003c\/p\u003e","brand":"Jonathan Kantor","offers":[{"title":"Paperback","offer_id":44420472209569,"sku":"9780557163243","price":33.68,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0462\/1120\/3233\/files\/195pppg9-front-shortedge-384_63d056a4-a0c6-46ad-9d21-c287dce1d7cf.jpg?v=1748210031","url":"https:\/\/bookswholesale.myshopify.com\/products\/crafting-white-paper-2-0-designing-information-for-todays-time-and-attention-challenged-business-reader","provider":"BooksWholesale","version":"1.0","type":"link"}