Mark Twain's Focus Group

You think that copy-testing and market research started in the 1930s and 40s with the popularization of survey research after Gallup and Roper's triumph in predicting the 1934 election.

YOU'D LIKE TO THINK THAT.

Actually, like all other aspects of modern American life, from long-distance relationships to fantasy stock-picking, it was actually envisioned by Mark Twain:

"Whenever I am about to publish a book, I feel an impatient desire to know what kind of a book it is. Of course I can find this out only by waiting until the critics shall have printed their reviews. I do know, beforehand, what the verdict of the general public will be, because I have a sure and simple method of ascertaining that. Which is this—if you care to know. I always read the manuscript to a private group of friends, composed as follows:
1. Man and woman with no sense of humor.
2. Man and woman with medium sense of humor.
3. Man and woman with prodigious sense of humor.
4. An intensely practical person.
5. A sentimental person.
6. Person who must have a moral in, and a purpose.
7. Hypercritical person—natural flaw-picker and fault-finder.
8. Enthusiast—person who enjoys anything and everything, almost.
9. Person who watches the others, and applauds or condemns with the majority.
10. Half a dozen bright young girls and boys, unclassified.
11. Person who relishes slang and familiar flippancy.
12. Person who detests them.
13. Person of evenly-balanced judicial mind.
14. Man who always goes to sleep.

These people accurately represent the general public. Their verdict is the sure forecast of the verdict of the general public. There is not a person among them whose opinion is not valuable to me; but the man whom I most depend upon—the man whom I watch with the deepest solicitude—the man who does most toward deciding me as to whether I shall publish the book or burn it, is the man who always goes to sleep. If he drops off within fifteen minutes, I burn the book; if he keeps awake three-quarters of an hour, I publish—and I publish with the greatest confidence, too. For the intent of my works is to entertain; and by making this man comfortable on a sofa and timing him, I can tell within a shade or two what degree of success I am going to achieve. His verdict has burned several books for me—five, to be accurate."

For more information, check out Who is Mark Twain?

Dispatch: The All-Worlds Fair

>>\\ BEGIN STELLAR TELEX DISPATCH \\ From the All Worlds Fair February 22nd-23rd, 02013 San Francisco, California, Earth-Prime If you are friends with me on various social networks, you may have seen some odd posts from me in the past month or two related to the sea, or dream analysis. Or you may have puzzled over how I joined Pinterest, particularly since I was collecting photos of submarine interiors, watery dreamscapes, and vintage meridian-crossing ceremonies. Well, it all came to a head last weekend. The All-Worlds Fair was conceived of by gentleman artist, raconteur, and high-concept roustabout Chicken John Rinaldi, a two-night-only event taking the overwhelming wonder of the old World Expos and extending the exhibitor list to all the worlds that could have existed, across all time and space. And what better place to stage it in than the historic Old Mint building? Blessed with a unique combination of steel vaults, exposed brick walls, and grand ballrooms, it was an armature you could build a rich event on. I was a crew member with the Seas of the Subconscious, in which there was nautical derring-do, half-lucid logic, and dream cartography. (More on that later.)

Once again, a published author (somehow).

The infamous Stasi smell-jars.

I'm very pleased to announce that I have a piece coming out in Volume III of THE STATE, due to be released on the 12th of December, 2012 at the Kochi-Muziris Biennale in Kochi, India. Each issue has a different theme, and this issue is all about "the Social Olfactory;" 

My piece is called "Under the Iron Snout: A First Take on Olfactory Imperialism," and I promise it will include "Drug-sniffing dogs, fermented fish and mosquito repellent in Vietnam, the Stasi’s smell archives, People Sniffing, and strategies to survive smellveillance."

Investigate! Buy a copy! Tell your local artsy/intellectual/radical bookstore to start carrying THE STATE.

If you ask it...

So, there was the time I wrote a question on Quora, and it blew up the whole internet, getting onto io9 and Boingboing:

It was instant bait for being spread around. All the ingredients were there: a shareable form, an instantly thought-provoking juxtaposition, the combination of military tactics and Disney. But it was a far different matter to see it take off as it did. By now over 60,000 people have viewed the question on Quora. Far more have likely thought about it via another site.

Based on the response, I hereby propose a new RULE OF THE INTERNET:

Rule 77: The more specific and/or absurd a request is, the more likely it is to receive expert assistance.