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while turning the pages of a magazine recently, i saw this very well-done ad. although it doesn't cite the sources of its data, it feels compelling and convincing (as any effective ad should).

it got me thinking, though, that this notion of surfing vs. swimming could apply to more than just internet and magazines. i think this analogy also applies reading in books as well. 
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maybe there's research that shows that traditional reading done in non-traditional ways (such as on an iPad) has similar benefits. i'm not sure, but i'm going to be researching this question over the summer for my master's thesis.

at any rate, here's wishing you all a long, leisurely summer of reading whatever however whenever.
 


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