Brevity. Before It was Cool.

A recent study by Microsoft reveals that 67% of heavy social media users struggle to concentrate.

Ultrathin attention spans make brevity—or, more accurately, conciseness—more important to marketers than ever.

In his introduction to the 1979 edition of The Elements of Style, E.B. White praised his teacher and coauthor William Strunk for writing, fifty years earlier, "fifty-nine words that could change the world." 

Vigorous writing is concise. A sentence should contain no unnecessary words, a paragraph no unnecessary sentences, for the same reason that a drawing should have no unnecessary lines and a machine no unnecessary parts. This requires not that the writer make all sentences short or avoid all detail and treat subjects only in outline, but that every word tell.

It's little wonder Strunk revered brevity. 

He was an English professor at Cornell; forced to read undergraduates' papers, he understood well there are limits to the patience of every reader—even an academic.

The Snaky Story of Hashtag

The word "hashtag" has roots in the US military. 

Sort of.

It all starts in 1907...

Enlisted men and women begin to nickname the service stripes worn on dress uniforms "hash marks."

Each stripe represents three years of duty—and untold plates of hash eaten.

Now, flash forward to 1962...

Scientists at Bell Labs add a key to the new "touch-tone" phone: the # key.

It lets callers send instructions to the phone's operating system.

They pirate a word used by mapmakers, and proudly dub the # key the "octothorpe."

An octothorpe is the mapmaker's symbol for "village" (eight fields surrounding a town square). 

"Octo," of course, means "eight;" "thorpe" means "field" in Old Norse.

But Americans already know the # key as the "pound key" from typewriters (where # means "number").

"Pound" sticks when touch-tone phones hit the market.

All along, our cousins in the UK—where "pound" refers to the symbol £—are calling # "hash."

As are computer programmers, many of whom are ex-military, and familiar with those hash marks on uniforms.

Now, flash forward to 2007...

A Silicon Valley marketer named Chris Messina sends a Tweet.

He urges everyone to use # to denote Twitter chats. 

Messina names # the “channel tag."

But Twitter's early adopters insist on calling # the "hashtag."

Finally, flash forward to 2013...

The American Dialect Society assembles in Boston to announce its prestigious "Word of the Year."

Can you guess the word?

Hint: It isn't "octothorpe."

Paper Cuts

Ad spending fell 4% in the first quarter versus last the year, The Wall Street Journal reports.

Outsized cuts came to print vehicles.

Newspapers suffered a 15% falloff, while magazine advertising was trimmed more than 8%.

The absence of special events like 2014′s Sochi Olympics worsened the decline. 

Nonetheless, cuts by the 10 biggest spenders—companies like Procter & Gamble, General Motors and AT&T—exceeded 10%.

Those advertisers trimmed spending "to cut costs and navigate the complexities of the digital ad market," the newspapers says.

Ideas Once Spreading

One hundred and fifty years before TED revitalized the chalk talk, lecture halls known as "lyceums" flourished across the U.S.

At their peak in the 1850s, the halls drew more than a million people a week—nearly 5% of the country's population.

Attendees brought their 19th century attention spans to hear itinerant speakers like Ralph Waldo Emerson, Charles Dickens, Daniel Webster and Theodore Parker.

Unlike other public gathering spots of the day, lyceums welcomed women and, north of the Mason Dixon Line, African Americans. 

Tickets, sold by subscription, were cheap (about 25 cents).

Most speakers delivered "instructive" talks about science, travel, and the arts; but lyceums also hosted proponents of hot political ideas, especially early feminists, prohibitionists and abolitionists.

The latter aroused so much animosity as the decade progressed that audiences, afraid of violent outbreaks, eventually stopped going to lyceums, and the phenomenon lost much of its steam.

Following the Civil War, many of the once-heady halls were converted to venues for vaudeville acts.

Hitting Delete

It appears, suddenly, we have some expunging to do.

The word expunge was first used in English around 1600.

Originally meaning "to delete," it was usually applied to words in a court record.

Expunge stems from expungere, a Latin word meaning to prick, as with a pin.

When an Ancient Roman soldier retired from service, a row of pin pricks was made below his name in the army records.

Today, we use expunge to mean “to remove completely; to obliterate; to destroy.” 

The Ancient Romans also liked to condemn traitors by pronouncing damnatio memorial, literally "damnation of memory." 

By pronouncing damnatio memorial, the Roman Senate would order that every trace of a traitor be deleted.

His property would be seized; his name erased from all documents; and his statues destroyed or reworked.

The traitor, in effect, never existed.