Monday Book Pick: Revenge of the Analog
Revenge of the Analog by David Sax
I picked up the hardcover at my local library book sale. Support your local library folks. This book was published in 2016, so the author did most of his research in 2015 and maybe 2014. My observation, made about a decade later, is that he was spot on. The book is broken into three main parts, with some extras tossed in at the end. Paper, Vinyl, and film. Sax’s observation that in the early 21st century era of electronics, people are returning to an analog experience. Stop by your local office supply store, and you will find $20 plus notebooks displayed near the register, and non-digital cameras, i.e. film, a bit farther in. Stuff you didn’t see during the post PDA ‘Smartphone’ rise. Look at the music section of your local Target or Barnes and Noble. Lots of vinyl records that people are paying a premium for. The books goes into the details on this return to analog, including how manufactures had to track down equipment once thought obsolete in order to meet the rising demand for vinyl and film. They recovered abandoned vinyl presses and refurbished them. They are now running nearly 24/7 to make Taylor Swift more money. The music companies are very fond of vinyl, their profit margins are much higher, and it’s harder to bootleg. On a recent business trip, I observed about half the people in a conference room taking handwritten notes in notebooks sitting on top of their closed laptops. Bottom line, analog is more personal. People related to it better. Taking pictures with film can be imperfect, unlike the trend in digital photography, and people like the serendipity of that process. There is also a section on how a rich investor spent his own money to start a high end watch factory in Detroit. His belief was that there was an untapped manual workforce abandoned by the auto industry. Check out Shinola. Luxury watches and other goods handmade in Detroit. An interesting and thoughtful read. Check it out.