Introduction Here's the Deal 3
Part I Masters of Blazing Modernities
Chapter 1 The First Attention Metchants 11
Chapter 2 The Alchemist 24
Chapter 3 For King and Country 37
Chapter 4 Demand Engineering, Scientific Advertising, and What Women Want 51
Chapter 5 A Long Lucky Run 65
Chapter 6 Not with a Bang but with a Whimper 73
Part II The Conquest of Time and Space
Chapter 7 The Invention of Prime Time 85
Chapter 8 The Prince 95
Chapter 9 Total Attention Control, or The Madness of Crowds 108
Chapter 10 Peak Attention, American Style 123
Chapter 11 Prelude to an Attentional Revolt 144
Chapter 12 The Great Refusal 151
Chapter 13 Coda to an Attentional Revolution 170
Part III The Third Screen
Chapter 14 Email and the Power of the Check-in 183
Chapter 15 Invaders 191
Chapter 16 AOL Pulls'Em In 198
Part IV The Importance of Being Famous
Chapter 17 Establishment of the Celebrity-Industrial Complex 217
Chapter 18 The Oprah Model 227
Chapter 19 The Panopticon 237
Part V Won't Be Fooled Again
Chapter 20 The Kingdom of Content: This Is How You Do It 255
Chapter 21 Here Comes Everyone 267
Chapter 22 The Rise of Clickbait 276
Chapter 23 The Place to Be 289
Chapter 24 The Importance of Being Microfamous 303
Chapter 25 The Fourth Screen and the Mirror of Narcissus 308
Chapter 26 The Web Hits Bottom 318
Chapter 27 A Retreat and a Revolt 328
Chapter 28 Who's Boss Here? 335
Chapter 29 An Absorbing Spectacle: The Attention Merchant Turned President 340
Epilogue The Human Reclamation Project 348
Acknowledgments 355
Notes 357
Index 397