The Revenge of Analog

Wow! A fascinating book for a modern-day digital junkie who remembers (a lot of) the analogue past and still keeps a lot of analogue material in his life. This book is an appreciation of the analogue world and looks at how it is making a bit of a selected comeback.

This is not a manifesto to eschew all things digital. There is something to be said about having hundreds (or more) eBooks with you, instead of carting several packing crates of heavy books around just-in-case or getting the tune you want, when you want it, wherever you may be in the world. Digital has its place but analogue can still play its part on your terms.

So this look at how some analogue things are coming back in our digital world was a great read (even if there’s a slight irony that this review copy was digital, rather than “dead tree”). The author presents a light-hearted yet immensely informative and well-researched look at individuals and corporations who are making a living from the once-dead analogue world.

Within the book were quite a few surprises to this allegedly well-read and informed reviewer. Even more data-points to commit to the old brainbox! For those who crave even more information there are many further reading suggestions at the end of the book.

This is a short, but sweet, review. The book doesn’t need any more. It is a book for reading. It is a book that will deliver a great story, backed up by a tremendous amount of information. A great travelling companion or research resource. Highly recommended in other words, whether you consume it digitally or in an analogue format!

The Revenge of Analog, written by David Sax and published by PublicAffairs Books. ISBN 9781610395717. YYYYY

The Digital World Values Analog More Than Anyone

There are some surprising facts in THE REVENGE OF ANALOG. I admit I was very skeptical of the author's claim that independent bookstores are actually making a comeback. So I checked the facts, and sure enough, the author is correct--these stores are indeed increasing!

The author points out that online book sales have tremendously expanded-- but amazingly, the huge expansion has NOT been huge profits. That is, they "fail at the one thing they’re supposed to do." The author is right to point out this amazing contradiction. In fact, Amazon's book business is only slight profitable--and that recently. I confess I never really saw that issue before.

The author points out that vinyl records have also made an amazing comeback. Everyone thought they were dead. However, in 2015, vinyl sales became a big deal. Why? The author suggests this: "Because consumers spend money to acquire them, they gain a genuine sense of ownership over the music, which translates into pride. That’s cool."

Board games are another booming area that is primarily analog. In board games, one board game in particular has changed the game landscape--the wildly popular, "Settlers of Catan, invented by a German dental technician. In our family, my daughters and their friends were obsessed with this game.

My favorite area of this book are the chapters on education, and how digital has not really helped schools much.
The great hopes have largely not been realized, despite millions--and sometimes BILLIONS of dollars spent. (I recall seeing in the news a billion dollars spent in the Los Angeles School District. I wondered at the time if that was really a wise expenditure.)

Despite the great claims for digital learning, the author notes that even the most sophisticated digital devices offer less actual learning than the simplest of tools: "Even the best educational computer programs and games, devised with the help of the best educators, contain a tiny fraction of the outcomes of a single child equipped with a crayon and paper." Studies show that this mass distribution of computers have not lived up to the promises. The Organization of Economic Co-operation and Development concluded that students often do WORSE in most learning situations, and that "technology did nothing to improve scores across subjects."

Digital devices in many cases don't actually offer any substantial improvement--it's just a different format. The computers look cool, but "often just provide distractions."

Some of the richest companies on Earth are actually the biggest fans of analog. The author cites Yelp, for example. The company common areas are filled with whiteboards--not digital screens. This strikes the author as ironic: "Surely one of the leading technology companies in the world could afford the latest digital smart boards."

Yelp also realizes the important of a physical presence in their user base. Yelp runs parties and dinners for the "Yelp Elites." These are like the "Marines" driving the Yelp business. "Elites are selected for their dedication and enthusiasm."

Finally, the author reminisces about his childhood visiting "Camp Walden." The author cites this camp as a place that realize the limitations of digital. The camp now has a strict technology policy. The camp leaders want to develop social skills, not computer skills: “We look at the heart of what we do, and it is interpersonal relationships." If something doesn't help interpersonal relationships--it's out: "We want campers to experience nature with all their senses, and engage directly with each other without the separation of a screen."

All in all, I found THE REVENGE OF ANALOG to be an interesting read, with lots of surprising information. I would never have believed that the independent bookstore was making a comeback. Well, now I know. I especially appreciate the author pointing out how digital devices often impede good social interaction.
Advance Review Copy courtesy of NetGalley.