Nicholas Carr acknowledges that the intense concentration on one piece of reading is actually a very new mental process for humans. Skimming through articles on the internet and being distracted by interesting side stories, rapidly shifting attention from one topic to another, all of this is probably closer to the type of thinking we are evolutionarily adapted to do. Prolonged, solitary thought is not the natural human state.
So if our brains are changing...what does that mean for marketers?
See a more detailed article or listen to radio feature at: http://www.npr.org/templates/story/story.php?storyId=127370598