Microtrends

Microtrends is a nifty new book by Mark Penn and E. Zalesne, which explores fads or trends influencing the behavior of at least a million Americans. One of the biggest insights is that people with long attendtion spans are a ballooning market, as seen by the success of massive books like the Harry Potter series. The entire chapter on "Long Attention Spanners" is currently available on the American Managment Association website.
^-D.D.