Rabu, 30 Mei 2012

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The Attention Merchants: The Epic Scramble to Get Inside Our Heads, by Tim Wu

From Tim Wu, author of the award-winning The Master Switch ( a New Yorker and Fortune Book of the Year) and who coined the term "net neutrality”—a revelatory, ambitious and urgent account of how the capture and re-sale of human attention became the defining industry of our time.

Feeling attention challenged? Even assaulted? American business depends on it. In nearly every moment of our waking lives, we face a barrage of messaging, advertising enticements, branding, sponsored social media, and other efforts to harvest our attention. Few moments or spaces of our day remain uncultivated by the "attention merchants," contributing to the distracted, unfocused tenor of our times. Tim Wu argues that this condition is not simply the byproduct of recent technological innovations but the result of more than a century's growth and expansion in the industries that feed on human attention. From the pre-Madison Avenue birth of advertising to the explosion of the mobile web; from AOL and the invention of email to the attention monopolies of Google and Facebook; from Ed Sullivan to celebrity�power brands�like Oprah Winfrey, Kim Kardashian and Donald Trump, the basic business model of "attention merchants" has never changed: free diversion in exchange for a moment of your consideration, sold in turn to the highest-bidding advertiser. Wu describes the revolts that have risen against the relentless siege of our awareness, from the remote control to the creation of public broadcasting to Apple's ad-blocking OS. But he makes clear that attention merchants are always growing new heads, even as their means of getting inside�our heads are changing our very nature--cognitive, social, political and otherwise--in ways unimaginable even a generation ago.

“A startling and sweeping examination of the increasingly ubiquitous commercial effort to capture and commodify our attention…We’ve become the consumers, the producers, and the content. We are selling ourselves to ourselves.”
—Tom Vanderbilt, The New Republic

“An erudite, energizing, outraging, funny and thorough history…A devastating critique of ad tech as it stands today, transforming "don't be evil" into the surveillance business model in just a few short years. It connects the dots between the sale of advertising inventory in schools to the bizarre ecosystem of trackers, analyzers and machine-learning models that allow the things you look at on the web to look back at you…This stuff is my daily beat, and I learned a lot from Attention Merchants.”
—Cory Doctorow, BoingBoing�

“Illuminating.”
—Jacob Weisberg, The New York Review of Books�

  • Sales Rank: #8257 in Books
  • Published on: 2016-10-18
  • Released on: 2016-10-18
  • Format: Deckle Edge
  • Original language: English
  • Number of items: 1
  • Dimensions: 9.60" h x 1.20" w x 6.70" l, 1.25 pounds
  • Binding: Hardcover
  • 416 pages

Review
“Comprehensive and conscientious…Wu writes with elegance and clarity…[his] chapters about the early days of advertising are some of this book’s most enjoyable, easily serving as a reader’s companion to “Mad Men.” Mr. Wu concludes his book with a cri de coeur, imploring us to regain custody of our attention, written so rousingly that it just may make you reconsider your priorities.” �
–Jennifer Senior, The New York Times

“Compelling…sharp…Wu [is] a skilled thinker…he applies the thesis of a business cycle to explain the development of the advertising market and the ways in which it has adapted to avoid our natural inclination to ignore it…Wu dramatizes this push and pull to great effect…a “Hidden Persuaders” for the 21st century, just as we stand squarely on the threshold of a post-broadcast world where the algorithmic nano-targeting of electronic media knows our desires and impulses before we know them ourselves.”
–Emily Bell, The New York Times Book Review


“A startling and sweeping examination of the increasingly ubiquitous commercial effort to capture and commodify our attention…We’ve become the consumers, the producers, and the content. We are selling ourselves to ourselves.”
—Tom Vanderbilt, The New Republic


“Illuminating.”
–Jacob Weisberg, The New York Review of Books


“Lively…An engrossing study of what we hate about commercial media…Vigorous and amusing, filled with details of colorful hucksterism and cunning attention-grabbing ploys along with revealing insights into the behavioral quirks they instill in us.”
—Publisher’s Weekly


“Part history and part social wake up call, this book is for everyone.”
—Library Journal


“Forget subliminal seduction: every day, we are openly bought and sold, as this provocative book shows.”
—Kirkus Reviews


“Tim Wu has written a profoundly important book on a problem that doesn’t get enough— well,�attention. Attention itself has become the currency of the information age, and, as Wu meticulously and eloquently demonstrates, we allow it to be bought and sold at our peril.”�
–James Gleick, author of Time Travel: A History


“I couldn’t put this fascinating book down. Gripping from page one with its insight, vivid writing, and panoramic sweep, The Attention Merchants is also a book of urgent importance, revealing how our preeminent industries work to fleece our consciousness rather than help us cultivate it.”
–Amy Chua, Yale law professor and author of Battle Hymn of the Tiger Mother and The Triple Package


“Television entranced the masses. Digital media, more insidiously, mesmerizes each of us individually. In this revelatory book, Tim Wu tells the story of how advertisers and programmers came to seize control of our eyes and minds. The Attention Merchants deserves everyone’s attention.”
–Nicholas Carr, author of Utopia Is Creepy and The Shallows


“The question of how to get people to care about something important to you is central to religion, government, commerce, and the arts. For more than a century, America has experimented with buying and selling this attention, and Wu’s history of that experiment is nothing less than a history of the human condition and its discontents.”
–Cory Doctorow, Boing Boing

About the Author
TIM WU is an author, policy advocate, and professor at Columbia University, best known for coining the term "net neutrality." In 2006, Scientific American named him one of 50 leaders in science and technology; in 2007, 01238 magazine listed him as one of Harvard's 100 most influential graduates; in 2013, National Law Journal included him in "America's 100 Most Influential Lawyers"; and in 2014 and 2015, he was named to the "Politico 50." He formerly wrote for Slate, where he won the Lowell Thomas Gold medal for Travel Journalism, and is a contributing writer for The New Yorker. In 2015, he was appointed to the Executive Staff of the Office of New York State Attorney General Eric Schneiderman as a senior enforcement counsel and special adviser.

Most helpful customer reviews

11 of 11 people found the following review helpful.
The colorful story of advertising, well told
By Mal Warwick
If you’ve been paying attention, you can’t have missed the changes in the character of advertising over the course of your life. Certainly, I have. Chances are, you were born in the age of radio, at the earliest. If so, you’ve witnessed a string of new technologies enter the realm of news and entertainment, almost always paired with aggressive advertising sooner or later: network television, cable TV, the personal computer, the Internet, and the smartphone.

In his insightful history of the business of advertising, Columbia University law professor Tim Wu casts a wider net. Beginning with the advent of the penny press in the 1830s, he explores in telling detail the now centuries-long battle between the commercial interests who want to seize our attention for their own ends and the individuals who want to keep our lives private and access news, information, and entertainment without distraction. This is a colorful story, and Wu tells it well.

Though Wu opens with the introduction of the Sun in New York in 1833, his history more properly begins much later in the 19th century with the emergence of the advertising industry to sell Snake Oil and other patent medicines. (Yes, Snake Oil Liniment was actually a widely sold product Good for Man and Beast.) “From the 1890s thr0ugh the 1920s,” he writes, “there arose the first means for harvesting attention on a mass scale and directing it for commercial effect . . . [A]dvertising was the conversion engine that, with astonishing efficiency, turned the cash crop of attention into an industrial commodity.”

The penny press, Amos ‘n Andy, and pop-up ads

Beginning in the early years of the 20th century, Wu frames his story around the development of radio and the four “screens” that have dominated our attention over the decades that followed: the “silver” screen (film), television, the personal computer, and the smartphone. The author relates the history of each of these technologies as a human story, describing the often outrageous personalities who pioneered and dominated each of these media in turn. However, in focusing on radio and the four screens, Wu overlooks the billboards that mar every urban line of sight and barely mentions the direct mail that floods our mailboxes. Though less than comprehensive, his historical account is engrossing and enlightening.

Here you’ll learn about the development of propaganda by the British government in World War I and its perfection by Nazi Germany . . . the first radio serial that was a smash hit (the grossly racist “Amos ‘n Andy“) in the 1920s . . . the invention of the soap opera in the 1930s . . . the battle between the networks on radio and later on TV from the 1930s through the 1990s . . . the development of geodemographic targeting for ads in the 1970s . . . the emergence of celebrity culture in the 1980s and its perversion by reality television in the 2000s . . . the wild proliferation of blogging in the 2000s . . . the identity theft committed by Google and Facebook in the 2000s and beyond . . . and, finally, “unplugging” and the emergence of free online streaming services like Netflix in the 2010s. This is not a pretty story.

A harsh judgment

The author is not a fan of the “new media” that have come to hold our attention in recent years. “The idealists had hoped the web would be different,” he notes, “and it certainly was for a time, but over the long term it would become something of a 99-cent store, if not an outright cesspool.” Similarly, Wu’s judgment about the advertising industry is harsh. “[U]nder competition, the race will naturally run to the bottom; attention will almost invariably gravitate to the more garish, lurid, outrageous alternative . . .” It’s difficult to find fault with any of this.

About the author

He’s the man who coined the term “network neutrality.” A specialist in media and technology, Tim Wu has written several books and numerous articles, all nonfiction. His work has influenced the development of national media policy under the Obama Administration.

7 of 7 people found the following review helpful.
Interesting History--With A Surprisingly Conservative Message
By Charles
Tim Wu’s “The Attention Merchants” is part history and part social analysis. The history related in “The Attention Merchants” tells us something we all basically know—that economic forces simultaneously drive businesses to offer us “free” entertainment, while at the same time making our attention to that entertainment a product to be sold to advertisers. Hence the title. And, since everybody likes free stuff, and in a free market, new markets will always be sought and exploited, there is a natural tendency for advertising to intrude into previously private spaces, making the sphere of the truly private ever smaller.

Wu acknowledges that we get something for allowing our attention to be sold, which is why we agree to the exchange. This book is not a jeremiad against the free market; there is no implicit or explicit demand for less “free” in the “free market.” Nor is this a Larry Lessig-type call for more government control, always somehow tilted to benefit the Left, under the guise of pseudo-libertarianism (Lessig’s specialty—Lessig is all for less government control, as long as the result is calculated to deliver more power for the Left). Wu just thinks we should consider more deeply whether the bargain we each strike with the merchants is worth it.

“The Attention Merchants” follows the expanding sale of attention from the late 19th Century to Snapchat, tracing how technology makes capturing and selling attention ever easier, even though occasionally some segments of society resist. With television, intrusion into the private sphere expanded greatly. Then the 1960s and 1970s, a time of expressive individualism, resulted in even more advertising success—for the desire to be an individual “was a desire [the advertising] industry could cater to, just like any other.” And, as an advertising executive said at the time, “The hippies are in their peak acquisitive years, and their relative affluence enable them to consume goods and services at a rate unheard of for their age level.” Not for Wu a starry-eyed belief in the virtue of the Age of Aquarius.

Of course, with the rise of the Internet and then of mobile devices, advertising intrusion into the private sphere has become nearly continuous for the vast majority of people. This intrusion today is both nearly constant and extremely finely tuned to the individual target using proven methods of grabbing and keeping attention. Wu decries this, but not as a preacher would, rather with the knowledge that for most people, they think this is a good deal, or they wouldn’t do it. (And he’s funny: “On Facebook, all happy families were alike; the others may have been unhappy in their own way, but they were not on Facebook.”) His call is for more consideration, and a more measured approach, by each of us.

This is not a book of economics. Wu touches briefly on academic discussions about advertising, and describes attention as a commodity, but does not involve himself in questions of whether advertising is in part deadweight loss, as claimed by some. I suppose he thought that would be too much of a departure, and he’s probably right, but I would have been interested to learn more about different views on the topic.

Wu also does not explore another avenue that I think would have been profitable to explore—the effect of class. He does not seem aware, or at least does not address, that his concerns are confined to the educated classes—namely, the type of people who read his book. The lower classes are not reflective, usually, in the way that Wu suggests we be, and they will not hear his call. If they did, they would probably reject it with the contempt shown to Luke Wilson’s character in “Idiocracy,” as yet another way the snobbish elites are trying to control them and lord it over them. The lower classes do not debate taking “Internet Sabbaths.” Steve Jobs strictly limited all forms of screen time for his children; the lower classes use, whether by necessity or choice, all forms of electronics, accompanied by constant advertising, as babysitters, for both children and grownups.

In fact, many of Wu’s suggestions would actually increase the class divide in America—yes, premium TV, which Wu identifies as part of a current (and probably temporary) “retreat and revolt,” has fewer advertisements, but it’s generally not consumed by the lower classes. In an interview in The Atlantic, Wu said “We have to get over our addiction to free stuff. Suck it up and pay.” This message only resonates with those who have money. Those with extra money may choose to spend it on limiting exposure to ads and increasing privacy, but those with little money will more likely choose the bargain of cheaper entertainment, or free entertainment, at the cost of more ads and less privacy. And let’s be honest—lack of reflection and self-control is a key characteristic of the lower classes, one reason they ARE the lower classes, so they are unlikely to instead read “Middlemarch.” That’s just the nature of human society, and the reality of human nature.

On a broader level, although Wu is left-liberal (he ran as a Democrat for Lieutenant Governor of New York) this book at first appears non-political. True, it’s sprinkled with references to New Left nonsense philosophers, from Habermas to Marcuse. They’re used for pithy quotes, though, not for their ideological claptrap. (It’s not at all clear Wu really grasps the actual ideology of the New Left, especially since he claims that they (and the “youth movement” of the late 1960s) “envisioned an end to all forms of repression,” which was “a more ambitious aim than anything hoped for even by Karl Marx and his followers, who simply sought liberation from an unfair economic system.” I suppose at some level that characterization of the New Left, Marx and Marxism is true, but it omits everything important. “Other than that, Mrs. Lincoln, how was the play?”)

But as I say, these references to the Left are window dressing in what appears to be a non-political book. It is not non-political, though. In fact, “The Attention Merchants” is a deeply conservative book. Moreover, it is not conservative as “libertarian,” which is sometimes acceptable to our elites as long as the focus is increasing atomizing choice likely to lead to leftist goals like destruction of the family and traditional religious beliefs (again, think Larry Lessig). Rather the book is deeply culturally and socially conservative. I’m not sure if Wu realizes or would acknowledge this, but it is nonetheless true.

Why do I say is this a conservative book? First, Wu explicitly recognizes that the materialism that drives the sale of attention is a substitute for religious belief. Wu notes that as religious faith in the West has declined, “Offering new consolations and strange gods of their own, the commercial rivals for human attention must surely figure into this decline.” This is a common conservative insight, but rarely seen on the Left, which generally believes that religion is inherently doomed, that disbelief does not result in reaching for substitutes, and that materialism is driven by malevolent capitalist forces, not by us.

Second, Wu shows constant skepticism towards government, especially because it is a source of and key user of propaganda. As he relates in detail, this has been true since as soon as propaganda became technologically feasible and Americans temperamentally less resistant to it, from Woodrow Wilson on. This propaganda, Wu emphasizes, is not just the crude emotional manipulation of Kitchener’s “I Want You.” Rather, it lies in corralling the thoughts of the masses into certain patterns. He quotes one mid-20th Century writer, “the task of propaganda lies not in a scientific training of the individual, but rather in directing the masses toward certain facts, events, necessities, etc., the purpose being to move their importance into the masses’ field of vision.” Admittedly this writer was Hitler, but we would call this today “setting the narrative”—not by rational exposition and discussion, but by emotional appeals under the guise of facts.

And such emotional appeals are all the Left offers today, although Wu does not say this and does not take the step to realize that such propaganda is today less a formal government activity and more a coordinated activity of the ruling cultural elite, led by people like George Soros. Modern left-liberal appeals, from gun control to Obamacare to Not Trump to unrestricted abortion, don’t make the mistake of engaging the complex merits of an issue, before, or after, engaging the listener (which is what makes propaganda fail, as Wu points out). Raw appeals to simplistic emotions characterize today’s entire program of the Left—it is conservatives, lacking the megaphone of the news-setting media that allows the Left to set the narrative to whatever is today’s Left focus, who have to lead with the complex merits of an issue.

Third, Wu is highly skeptical of easy solutions. His measured approach to every problem shows repeatedly that Wu has the “constrained vision” identified by Thomas Sowell as underlying the conservative approach to the world. He is skeptical of magic solutions that promise something for nothing, again in contravention to Left ideology (and in contradiction to every single New Left idol that he quotes). Wu simply does not buy into the standard Left belief that human nature and human society is perfectible; he is an incrementalist, which means he is fundamentally a conservative.

But these are small beans compared to the main reason why this is a conservative book. Wu’s solution to the social problems he identifies is, although he doesn’t use these words, a call for a cultural renewal along conservative lines. He notes that until recently, “custom,” “tradition,” and “religion” “used to define certain inviolable spaces and moments . . . . And while there was much about the old reality that could be inconvenient or frustrating, it had the advantage of automatically creating protected spaces, with their salutary effects.” Here is the spot where nearly any modern writer, a foot soldier in the Gramscian culture wars, would perform a ritual denunciation of supposedly endemic racism, sexism, homophobia, transphobia, etc., that characterized the “old reality,” and apologize profusely for suggesting that something good might have existed then, even if the author nonetheless maintained that a tiny thread of virtue did exist that might have been lost. Not Wu. He just says nothing of the sort—in fact, calling the past “inconvenient” and “frustrating,” but nothing else, suggests a deliberate choice to reject sacrificing at the altars of the Left’s gods. He just makes his point and moves on.

Next he channels, for all practical purposes, the conservative writer Yuval Levin, noting that today’s unprecedented individualism is both good and bad, but “What is called for might be termed a human reclamation project.” He calls for us to become like “the monastics, whether in the East or the West, whose aim was precisely to reap the fruits of deep and concentrated attention.” In essence, Wu calls for us to seek the Good. “At stake, then, is something akin to how one’s life is lived.” He calls for us to “desire a future that avoids the enslavement of the propaganda state as well as the narcosis of the consumer and celebrity culture.” No different than Aristotle or Abelard, he notes that the Good is not obtained from passive acceptance of a barrage of materialist demands, but from a spiritual focus on obtaining something objectively good.

Along the same lines, Wu makes the extremely conservative point that man seeks above all transcendence, or meaning, and we obtain only false transcendence from accepting as key to our being the wares paraded before us by the attention merchants. As Wu says of Apple and other companies to whom brand loyalty and identity is critical: “What is offered to adherents is not merely a good product (though often it is), but something deeper and more deeply fulfilling—a sense of meaning that comes with the surrender of choice.” But true meaning cannot be obtained through this mechanism, only false meaning. That Wu, even implicitly, distinguishes between true meaning, that leads man to the Good, and false meaning, makes him deeply conservative.

In fact, Wu’s plan dovetails precisely with the plans advanced by conservative thinkers, such as Rod Dreher and Roger Scruton, to take back culture as part of an active plan of resistance to, and perhaps ultimate victory over, the New Left. A key part of that resistance is rebuilding intermediary institutions in which we actively participate, and, as Scruton says, “under whose auspices people can flourish according to their social nature, acquiring the manners and aspirations that endow their lives with meaning.” These institutions are the opposite not only of government social control, but also of the passive acceptance of commercial messages and the granting to those messages of control both over our private lives and, even, the meaning of our lives. Or as Scruton also says of consumerization, “The fact is we know the solution, and it is not a political one. We must change our lives. And to do this we need spiritual authority, the ability to make sacrifices, and a refusal to be degraded into the machines d�sirantes of Deleuze and Guattari.” That sentence would fit seamlessly into Wu’s book.

Now, it’s true that Wu effectively writes not only in opposition to left-liberals, but also in opposition to Chamber of Commerce Republicans, who think that the unfettered free market is inherently productive of the Good and refuse to recognize that powerful forces of social atomism necessarily result from the free market. Conservatism is much more fragmented than it once was. It’s not like Wu is going to be speaking at the next Republican National Convention. But his straightforward analysis and original thought is both very interesting and clarifying, and people of any political bent can benefit from reading his book.

3 of 3 people found the following review helpful.
Great Read
By Old Observer
Writing histories of soft power – advertising, entertainment, persuasion, etc – has its difficulties. The historians of the hard variety of power can attach their arguments to a battle won, a piece of legislation passed, an election lost, something concrete where impact and significance seem clearer, more obvious. Yet the exercise of soft power is both commonplace and important because it often does shape our lives in a myriad of ways. But how do you prove such claims?

Well Tim Wu has done a masterful job of tracking the story of a changing group of people, mostly men, who have sort to harvest the attention of publics and then sell that attention to a bevy of clients, mostly advertisers of one kind or another. The overall story isn’t new: there have been many fine histories of advertising over the years, and of its effect on culture and consumers. But Wu adds to the chronicle by focusing much of his argument on the modern incarnation of the attention merchants, no longer just newspaper publishers or admen or broadcast moguls but the ones who run the massively popular websites, say a Mark Zuckerberg, that wins our attention by offering an appealing service, a lot of supposedly ‘free stuff.’ Except of course it isn’t quite free, or rather it produces a saleable product, our eyes, that can generate huge profits. And the success of such enterprise shapes the whole character of the internet, just like the fact of advertising shaped first newspapers, then radio, and finally television news and entertainment.

It’s the details of the story that especially intrigue. Thus I was taken by his bio of someone he calls the alchemist, Claude Hopkins, an adman early in the 20th century, whose successes and views had a major impact on the course of marketing throughout the next few decades. Wu has obviously done much research and thought hard about his findings. He writes well, very well indeed: the story flows easily, the arguments are clear, and his claims are always interesting, even if you might doubt his conclusions. So his suggestion a consumer revolt is brewing nowadays I liked, and hope he’s correct, but I doubt – there have been too many such claims in times past but we still live in marketing’s moment. Things change yes, styles of persuasion get updated, but the rule of the persuader persists: so the political consultant may have suffered some hard times in the past election cycle (because so many expensive campaigns failed abysmally), but the triumph of Trump (who doesn’t figure in the book) shows the huckster remains a potent figure in the American mix.

The characters I found most intriguing here, like Hopkins, weren’t just selling our attention but manufacturing attraction, making products or people or causes appealing to the various markets and publics. Because in part our attention to the free stuff doesn’t mean our submission to the wishes of the elites. There’s another step, namely the crafting of the brand or the cause, making something that captivates or, apparently, fills a need. In short the real exercise of soft power came through the efforts of the adman, although now more the ad-maker and public relations counsel, what’s been called the persuasion industry. Sometimes I had the feeling Wu’s approach emphasized attention too much, attraction too little.

But the real point is that Wu’s book provokes thought about a brand of soft power that is both ubiquitous and compelling. The only answer, unfortunately inadequate I think, is to get off the grid – don’t Facebook, don’t tweet, don’t watch television, then you can’t be sold. Except, of course, you then miss out on the free stuff.

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Senin, 28 Mei 2012

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Route 66 Barn Find Road Trip: Lost Collector Cars Along the Mother Road, by Tom Cotter

Abandoned cars on America's most iconic abandoned road. Sounds like a great idea for a road trip.

For a nation that loves the idea of the road, there is no more legendary ribbon of highway than the 2,451 miles comprising historic Route 66. Along the Mother Road lies the detritus of the automotive age: motels, roadside attractions, diners, service stations, drive-ins, and dives. Hidden in, around, and behind its buildings or abandoned along its roadside hide collector cars, lost trucks, and moldering motorcycles. How could there be a better destination for automotive archaeologist Tom Cotter?

In Route 66 Barn Find Road Trip Cotter and his BBF (best barn finder) pal Brian Barr jump on Route 66, just outside Chicago, seeking rusted gold in every state Route 66 passes through. Along the way, ace lensman Michael Alan Ross documents their finds, mishaps, and various adventures. Starting in the Midwest and barreling through Oklahoma, Texas, and New Mexico, the barn-find bunch continues on to Arizona before completing their quest in Santa Monica, California. You'll never guess what automotive treasure they see peeking out from corroded garages and behind weary buildings along the way. You can bet every awesome barn find was investigated and recorded in Route 66 Barn Find Road Trip.

Whether you've only dreamed of retracing US 66 or are familiar with its path but never considered car hunting there, Route 66 Barn Find Road Trip will take you on the trip of a lifetime. Hop in; you can ride shotgun.

  • Sales Rank: #364624 in Books
  • Published on: 2016-10-15
  • Original language: English
  • Number of items: 1
  • Dimensions: 11.13" h x .75" w x 9.63" l, .0 pounds
  • Binding: Hardcover
  • 192 pages

Review
"The book is jammed packed full of nostalgia and possibilities. Every car has a story, and every car owner likes to tell his." - DeansGarage.com

About the Author

Before writing his first book, Tom Cotter had long been involved in nearly every end of the automotive and racing industries.  From mechanic and auto salesman to heading the public relations department at Charlotte Motor Speedway, Cotter formed his own racing and automotive PR and marketing agency, Cotter Group.  The agency represented some of the largest clients in NASCAR, IndyCar/CART, drag racing and road racing.  He has written biographies of the legendary Holman-Moody race team, Tommy Ivo and Dean Jeffries, but is best known for his series of barn find books, such as Cobra in the Barn , 50 Shades of Rust and Barn Find Road Trip.  Cotter appears in the Barn Find Hunter video series, which is distributed by Hagerty Insurance.  He teaches public relations at Belmont Abbey College, sits on the advisory board of McPherson College’s Auto Restoration program, and is a member of the Road Racing Driver’s Club (RRDC.)  He is married to Pat, has one son, Brian, and lives in Davidson, N.C.

Michael Alan Ross has carved out a career photographing the studied nuances, latest models, adrenaline-rushed raceways, and proud owners of the car world. His love of automotive design includes an encyclopedic knowledge of sculptural engineering details with a parallel appreciation for the evolution of componentry. Michael's photography is featured in Motorbooks' Barn Find Road Trip and Rockin' Garages, as well as in a wide range of editorial and advertising in the US and Europe. He lives in San Rafael, California.

Most helpful customer reviews

0 of 0 people found the following review helpful.
Check this out!
By Amazon Customer
Lot of fun to read and look through.....
Great idea as a gift for a Route 66'er.

0 of 0 people found the following review helpful.
Another entertaining book from author Tom Cotter. Tom always ...
By Tony Mamo
Another entertaining book from author Tom Cotter.
Tom always draws his readers as though they are all part of the trip itself.
Can't wait for his next Barn Find book.

0 of 0 people found the following review helpful.
Tom Cotter hits a home run with"Route 66 Barn Find Road Trip"
By Rick Ingram
Another awesome read from Tom Cotter! Americana at its finest. Thank you, Tom.....my expectations were exceeded.

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Kamis, 17 Mei 2012

[A787.Ebook] Ebook Download Telecom, Datacom and Networking for Non-Engineers, by Eric Coll

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Telecom, Datacom and Networking for Non-Engineers, by Eric Coll

Telecom, Datacom and Networking for Non-Engineers delivers the core knowledge needed in telecommunications today: fundamental concepts and jargon, the PSTN, wireless telecommunications, the OSI model and Layers, Ethernet, IP packets, IP addresses, networks and routers, MPLS, carrier networks and carrier services. Designed for those without an Engineering degree in telecommunications, our goal is to explain telecom and networks in plain English: the jargon, buzzwords, mainstream technologies and services, standard practices, and most importantly, the underlying ideas... and how it all fits together. Telecom, Datacom and Networking for Non-Engineers is ideal for self-study and reference, as the companion reference textbook for Teracom online training courses, and as a Study Guide for the TCO Certified Telecommunications Network Specialist (CTNS) telecommunications certification. This invaluable reference book and study guide contains all of the text and the main graphic from every lesson in all six of Teracom's online CTNS telecommunications certification courses: The PSTN Fundamentals • Loops & Trunks • Analog • Voiceband • POTS • CO • Remotes • DSL Wireless Telecommunications Radio Concepts • Mobility • Cellular Networks • GSM • CDMA • 4G LTE • WiFi • Satellite The OSI Layers and Protocol Stacks Protocols & Standards • OSI Model • Layers • TCP/IP • How Protocol Stacks Work Ethernet, LANs and VLANs LAN Concepts • Ethernet and 802.3 • MAC Addresses • LAN Cables • Switches • VLANs IP Networks, Routers and Addresses Packets • Networks • Routers & Routing • IP Addresses • DHCP • NAT • IPv6 MPLS and Carrier Packet Networks Carrier Networks • Carrier Services • MPLS • SLAs • CoS • Integration • Aggregation The online courses are interactive and rich with photos, images and animated graphics, plus a voiceover. This is the textbook.

  • Sales Rank: #3188835 in Books
  • Published on: 2013-01-01
  • Binding: Perfect Paperback
  • 362 pages

Most helpful customer reviews

1 of 1 people found the following review helpful.
Parallels the Teracom CTNS Course. Highly recommended!
By Chris
This book parallels the CTNS (Certified Telecommunications Network Specialist) certification offered by https://www.teracomtraining.com/. If you need to know the basics of telecom and IT networking, I highly recommend it!

1 of 1 people found the following review helpful.
This is a "must-have" book in every technical library!
By W. Guest
This is an excellent overview of Telecom, Datacom, and Networking. Eric Coll is an articulate, thoughtful technical writer with an obvious mastery of this challenging field, and he brings all his skill to bear in this book. For such a broad technical coverage, the book avoids skipping over critical points, and provides an in-depth look as appropriate to allow you to put everything into proper perspective, and to relate how each technology works with the others. There are a number of excellent analogies, some neat history, and overall, a simply excellent structure. Easy to read, memorable, and chock-full of information.

I hesitate to call books brilliant, but this is about as close to that as it comes. Very, very highly recommended!

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[M884.Ebook] Free PDF Defending Animal Rights, by Tom Regan

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Defending Animal Rights, by Tom Regan

Tom Regan, universally recognized as the intellectual leader of the animal rights movement, presents a historically important, multifaceted discussion of some responses to the question, "Do animals have rights?" More than a contest of wills representing professional and economic interests, the animal rights debate is also a divisive, enduring topic in normative ethical theory. Addressing key issues in this sometimes acrimonious debate, Regan responds thoughtfully to his critics while dismantling the conception that "all and only" human beings are worthy of the moral status that is the basis of rights. In a set of essays that reflects his thinking on animal and human rights over the past decade, Regan sketches the philosophical positions espoused by those who want to abolish animal exploitation, reform it to minimize suffering, or maintain the status quo. He considers the moral grounds for limiting human freedom when it comes to human interactions with nonhuman animals. He puts the issue of animal rights in historical context, drawing parallels between animal rights activism and other social movements, including the antislavery movement in the nineteenth century and the gay-lesbian struggle today. He also outlines the challenges to animal rights posed by deep ecology and ecofeminism to using animals for human purposes and addresses the ethical dilemma of the animal rights advocate whose employer uses animals for research. Systematically unraveling claims that human beings are rational and therefore entitled to superior moral status, Regan defends the inherent value of all individuals who are "subjects of a life" and decries the speciesism that pretends to separate human from nonhuman animals. Independent of any benefits humans might derive from exploiting animals, Regan shows how, on a philosophical level, there is no sustainable defense for separating human and nonhuman animals as beings of absolute, as opposed to instrumental, value.

  • Sales Rank: #3327722 in Books
  • Published on: 2000-11-30
  • Original language: English
  • Number of items: 1
  • Dimensions: .82" h x 6.25" w x 9.34" l,
  • Binding: Hardcover
  • 200 pages

Review
"This is a collection of essays, each with bibliographic notes, written by the foremost champion among philosophers of the view that nonhuman animals possess moral rights... Regan's philosophical style is characterized by clarity of expression and an emphasis on cogent argumentation." -- Choice ADVANCE PRAISE "There's no one quite like Regan for building a case for animal rights, using critical analysis to view rights from a moral and a factual approach, assessing the approaches and then defending them." -- Claudette Vaughan, Animal Liberation "Tom Regan is a master of clear argumentation, and here he expresses his views more clearly and incisively than ever. Packed with important insights and observations, Defending Animal Rights is a valuable contribution to the ongoing debates regarding animal rights and related issues." -- Susan Finsen, coauthor of The Animal Rights Movement in America: From Compassion to Respect

From the Inside Flap
"Tom Regan is a master of clear argumentation, and here he expresses his views more clearly and incisively than ever. Packed with important insights and observations, Defending Animal Rights is a valuable contribution to the ongoing debates regarding animal rights and related issues." -- Susan Finsen, coauthor of The Animal Rights Movement in America: From Compassion to Respect

About the Author

Tom Regan is professor emeritus of philosophy at North Carolina State University. He is the author of The Case for Animal Rights� and many other books.

Most helpful customer reviews

16 of 18 people found the following review helpful.
a brilliant collection of essays
By Nathan Nobis
In this collection of superbly-written and argued essays, Tom Regan, the leading defender of the moral rights of animals, restates and refines his main arguments that animals, like humans, have the right to be treated with respect and so not used by humans for food, clothing, experimental subjects, or entertainment.
His arguments are strong and simple: if humans have rights (and lets suppose they do), why is this so? What is it about humans that makes them have rights, that makes it wrong to kill them for food, entertainment, etc.? It is very difficult to find plausible answers to those questions that do not imply that animals do not have rights as well. Clearly Regan's critics have not.
Those who challenge the status quo with respect to humanity's treatment of animals will find Regan's essays clear, carefully argued, and revealing of his great insight into moral philosophy and the moral life. Defenders of the status quo--those who think that, by and large, society's treatment of animals is perfectly fine--have their difficult work cut out for them to reveal exactly where Regan's arguments have gone wrong.
They need to explain exactly why, although it's wrong to kill and eat, hunt down, experiment on, or wear non-rational humans (e.g., infants, severly mentally challenged, anecephalics, the brain dead, etc.), it is perfectly OK to do these things to animals who have more advanced mental capacities and the same capacity to suffer.
This is a very difficult challenge. Regan responds to some (although, unfortunately probably not the best) of his critics on these points and shows that their criticisms either just *assume* that animals don't have rights and/or are riddled with argumentative and logical blunders. Regan's critics are advised to take (or re-take) a logic course and learn what it is to "beg the question" and commit the "fallacy of irrelevance" before forming a new attack on Regan's arguments.
Not all of Regan's essays are focused on ethics and animals. One essay, "Ivory Towers Should Not A Prison Make," concerns the challenges (and rewards) that academics, especially philosophers, face when publicly advocating for social change. Politically or socially-active academics will find this essay to reveal great wisdom and insight.
Regan also adopt the role of historian and documents that the objections raised in religious and scientific communities to abolishing slavery and for increasing rights for women, minorities, and homosexuals are very similar to the objections currently raised against the notion of animals having rights. Regan shows that the "Patterns of Resistance" to fair and respectful treatment have been similar in all these "liberation" movements.
There is much in these essays of great wisdom and, often, beauty. They will appeal both to readers who already have an interest in ethics and animals and the animal rights movement. They will also appeal to those who do not have this interest or background, but, hopefully--after reading these essays (and others like them)--soon will.

9 of 9 people found the following review helpful.
Review: Defending Animal Rights
By Emmy
Defending Animal Rights is a written response to the criticisms of Tom Regan's previous writings and speeches. Regan carefully outlines some of the main arguments against him and the animal rights movement.
Starting with an explanation of historically significant philosophies and their importance to the moral issues raised in the field of animal ethics, Regan displays the foundation for his, as well as other influential philisophers' arguments. He explains the importance of the ideas of direct and indirect duties, perfectionism, traditional Judeo-Christian beliefs, Contractarianism, Kantianism, Utilitarianism, The Rights View, deep ecology, and ecofeminism. Of these moral positions the Utilitarian and the Rights View have provided the clearest stand on the issue of animal rights.
Regan recognizes that in today's debate of these issues the animal rights movement has been condemned in different ways by different groups of people. The main concern of this book is to thoroughly answer these criticisms. Regan states, "My major interest on this occasion is not to defend the movement against false charges but to clarify certain ideas." (p.30) Building off of this statement he displays a humble approach to his critcs.
In clarifying the ideas of the movement, Regan explains his form of Kantiant ethics. This view, in which he includes not just humans, but beings he defines as being "subject to a life" (beings who possess "sensory, cognitive, conative, and volitional capacities" (p.42)), embodies the main basis of his position:
"Harms intentionally done to any one subject cannot be justified by aggregating benefits derived by others. In this respect my position is antiutilitarian, a theory in the Kantian, not the Millian, tradition. Nonetheless, my position parts company with Kant's when it comes to specifying who should be treated with respect. For Kant, only rational, autonomous persons are ends in themselves...whereas on my position all subjects to a life, including all those nonhuman animals who qualify, have equal inherent value." (p.43)
In the above section, Regan's basic position is clearly stated. It is from this point on that the critiques against him become specific. He divides his critics into two major categories. The first being the intramoral, which include Jan Narveson, who critiques Regan for weighing moral intuition too high when discussing inherent value, and not relying on standard moral principles. Regan replies that Narveson's critique is inaccurate. Regan states that when all principles have been considered and weighted against each other two possible outcomes might occur. Thus, the issue of intuition becomes critical. He adds that it is important to be aware of the fact that we can never know if there is only one right theory of morals. The second category of critics is the intermoral. The critics in this category argue against Regan's theory of individual moral rights, stating that there are fundamental flaws in the individual way of perceiving the world. The critics argue that this fundamental view originates in a Western, male dominated, white society filled with prejudice against different groups. Regan replies by saying that although it was men who came up with the concept of individual morals we can't conclude that the idea itself is incorrect. He also states that just because ideas have been previously used in a certain fashion doesn't make the ideas inapplicable in the future. His final reply is that reason and emotion need to balance each other. Emotions in terms of considerations of a group don't need to be excluded in a world focusing on rationality and individuality.
One of the critics that Regan particularly focuses on is Carl Cohen. Cohen's critique is based on a fundamental belief that animals do not have moral rights. He says that all individuals have basic rights and that those rights prevent anyone from using the individual in order to advance the interest of the user. That animals should be included in such a framework, Cohen argues, is a mistake. He argues that non-human animals such as mammals and birds have the ability to reason, but argues that they "are not morally responsible for their actions." (p.73) Cohen bases his arguments on historically great moral philosophers that had contradictory thoughts about many issues but united when it came to the fact that humans were morally unique creatures. Cohen also emphasizes his belief that humans have indirect and direct duties to humans, but differentiates between duties to act humanely and the concept of inherent moral worth. Regan agrees with Cohen on this point, but goes on to explain that Cohen is inconsistent in his argument. Regan suggests that Cohen's argument against rights automatically becomes an argument against duties, which is contradictory to Cohen's stand.
This book attempts to elucidate some of the concerns raised in the animal rights debate as well as Regan's own position. Through responding to criticism, Regan outlines his basic arguments in a way that helps justify his position. There are issues still unsolved in this debate, which he recognizes. There are also issues that Regan consciously decided to exclude from the book. Some of these concerns might have been appropriate to address. What Regan could have focused less on are the last two chapters of the book, which addresses issues of personal integrity as well as the field of moral philosophy. These two chapters are sufficient in some aspects, but also put the author in an artificially produced light trying to make him look like a victim of unfairness. It might be an important issue to integrate into a larger picture, but can easily loose its power when being discussed separately. It places the issue as one of defending Tom Regan instead of defending the rights of animals.
In conclusion, this book is a serious attempt by Regan to justify his ethical philosophy about animal rights. Replying to some of the criticisms he has faced throughout his years as a writer on animal rights, he clarifies his ethical stance and allows for a deeper and more serious discussion in this field.

2 of 17 people found the following review helpful.
Not what I wanted
By A Customer
Regan's "The Case for Animal Rights" is pretty strong stuff, and I was hoping this would be a structured defense of objections to that text. This book has some defense in it, but I was looking for something more encompassing and systematic. The book is comprised of several shorter pieces.
It's still good; it's just seem to be enough.

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Minggu, 13 Mei 2012

[L545.Ebook] PDF Ebook Chain Saw Confidential: How We Made the World's Most Notorious Horror Movie

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Chain Saw Confidential: How We Made the World's Most Notorious Horror Movie

  • Sales Rank: #492395 in Books
  • Published on: 2013-09-01
  • Binding: Hardcover

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Rabu, 09 Mei 2012

[K529.Ebook] Download PDF Xamarin 4 , by Example, by Matteo Bortolu, Engin Polat

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Xamarin 4 , by Example, by Matteo Bortolu, Engin Polat

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Xamarin 4 , by Example, by Matteo Bortolu, Engin Polat

Design, develop, and publish your own mobile apps for iOS and Android using C# and Xamarin Studio

About This Book
  • Explore the exciting features of Xamarin Studio while learning to develop your own applications
  • Develop a complete application from conceptualization through to publishing it on the app store
  • The book walks you through the basics of cross-platform development with Xamarin using examples and best practices and tips for cross platform solutions.
Who This Book Is For

If you want to develop your own applications and want to explore the features of Xamarin Studio, then this is the book for you. It is expected that you have a basic understanding of technologies in mobile development, but prior knowledge of Xamarin is not required.

What You Will Learn
  • Understand the software development lifecycle for mobile applications
  • Use Xamarin Studio and its wide range of features to write your programs in C#
  • Use different options to create multi-platform applications using Xamarin and develop a cross-platform extension method
  • Work with Xamarin forms and various UI controls
  • Integrate synchronous and asynchronous communication module within your app
  • Render images to work with Android and iOS
  • Link a third-party application to your solution
In Detail

The mobile app market is increasing exponentially every year. Xamarin Studio with its modern and powerful IDEs makes creating applications a lot easier by simplifying the development process. Xamarin will allow you and your team to create native applications by taking advantage of one of the most evolved programming language in the world: C#.

This book will provide you with the basic skills you need to start developing mobile apps using C# and Xamarin. By working through the examples in each chapter, you will gain hands-on experience of creating a complete app that is fully functional by all means. Finally, you will learn to publish the app you created on the app market. Each project in this book will take you one step closer to becoming a professional app developer.

Style and approach

The step-by-guide will walk you through the process of creating an application of with the help of small projects that will teach you everything you need to know to build a complete application of your own.

  • Sales Rank: #2087140 in Books
  • Published on: 2016-08-30
  • Released on: 2016-08-30
  • Original language: English
  • Dimensions: 9.25" h x .62" w x 7.50" l,
  • Binding: Paperback
  • 274 pages

About the Author
Matteo Bortolu Matteo Bortolu currently works in Singapore for Sixscape Communication as Lead Mobile Developer. He grew up with a strong passion for IT and right after his master of science degree in 2006, the software industry transformed his biggest talent and passion into an enthusiastic software developer. After more than 20,000 hours of writing backend and frontend solutions based on Microsoft technologies, he met Xamarin in 2012 and felt in love with it. He has played key roles in mobile projects for worldwide customers, deploying to the stores a wide category of apps such as games, health industry apps, messaging apps, energy industry apps, virtual reality apps, and others. When he is not in front of a laptop he loves reading, playing the saxophone, and exploring this planet. He loves to share his experiences on his blog (http://bortolu.com). Back in 2014 he founded the Xamarin Developers Facebook group (https://www.facebook.com/groups/xamarin.developers), which currently has more than 14,000 members.

Engin Polat Engin Polat has been involved in many large-and medium-scale projects on .NET technologies as a developer, architect, and consultant and has won many awards since 1999. Since 2008, he has given training to many large enterprises in Turkey about Windows development, web development, distributed application development, software architecture, mobile development, cloud development, and more. Apart from this, he organizes seminars and events in many universities in Turkey about .NET technologies, Windows platform development, cloud development, web development, and game development. He shares his experiences on his personal blog (http://www.enginpolat.com). He has MCP, MCAD, MCSD, MCDBA, and MCT certifications. Since 2012 he has been recognized as a Windows Platform Development MVP (Most Valuable Professional) by Microsoft. Between 2013 and 2015, he was recognized as a Nokia Developer Champion; very few people in the world are given this award. Since 2015 he has been recognized as a Regional Director by Microsoft. He has also reviewed Mastering Cross-Platform Development with Xamarin and Xamarin Blueprints.

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1 of 2 people found the following review helpful.
It goes on to describe IDE and features like a reference manual
By Seeker
Read on Safari. Name is misleading. It doesn't start with examples. It goes on to describe IDE and features like a reference manual. Real example books don't have this kind of fluff. They immediately let you start programming. I had a hard time even finding examples by browsing lots of pages. Gave up.

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Selasa, 08 Mei 2012

[E787.Ebook] PDF Download Multivariable Calculus, Linear Algebra and Differential Equations: Student Solution Manual, by Stanley I. Grossman

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Multivariable Calculus, Linear Algebra and Differential Equations: Student Solution Manual, by Stanley I. Grossman

Multivariable Calculus, Linear Algebra and Differential Equations: Student Solution Manual, by Stanley I. Grossman



Multivariable Calculus, Linear Algebra and Differential Equations: Student Solution Manual, by Stanley I. Grossman

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Multivariable Calculus, Linear Algebra and Differential Equations: Student Solution Manual, by Stanley I. Grossman

The third edition combines coverage of multivariable calculus with linear algebra and differential equations. Grossman's unique approach provides maths, engineering, and physical science students with a continuity of level and style. The intuitive approach is stressed over a more rigorous/formal treatment of the topics. An abundance of examples, graded exercises, and numerous applications all contribute to student appeal. Features: * Historical notes and biographical sketches describe the development of an idea or identify an important person in mathematics. * Graphs and exercises sets are incorporated thoughout the text to help students visualize mathematics and better understand concepts. * An optional discussion of Newton's method for two variables is part of Section 3.12. * The Summing Up Theorem is used to tie together seemingly disparate topics in the study of linear algebra. * Section 10.3 contains an answer to the question "When is a differential equation separable ?" * Numerous examples throughout the text contain all the algebraic steps needed to complete the solution. * The text contains over 5,500 exercises graded according to difficulty, and there is a balance between technique and proof. New to this edition: * Solving Linear Systems Numerically: Gaussian Elimination with Divoting has been added to Chapter 6. * Coverage of Least Squares Approximation and Isomorphisms has been added to Chapter 8. * True/False and multiple choice "Self-Quiz" exercises now begin each problem set. Students can use these exercises to access their comprehension before tackling the exercise set. * Each chapter now ends with a review of the important results of that chapter. * Examples and figures are now titled so that students can easily grasp the essential concept each one illustrates.

  • Sales Rank: #6195026 in Books
  • Published on: 1995-04
  • Original language: English
  • Number of items: 1
  • Dimensions: 10.75" h x 8.00" w x .50" l,
  • Binding: Paperback

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Multivariable Calculus, Linear Algebra and Differential Equations: Student Solution Manual, by Stanley I. Grossman PDF

Multivariable Calculus, Linear Algebra and Differential Equations: Student Solution Manual, by Stanley I. Grossman PDF

Multivariable Calculus, Linear Algebra and Differential Equations: Student Solution Manual, by Stanley I. Grossman PDF
Multivariable Calculus, Linear Algebra and Differential Equations: Student Solution Manual, by Stanley I. Grossman PDF