Here come the attention managers

“They will ask to be the John Kelly to the Trumpian Oval Office of my mind.”

The notifications have long since gotten out of hand. The notification managers are laughable. “Do not disturb” mode is a blunt and unwieldy instrument. The apps purport to manage the apps, to manage me, to lock out other apps, to induce what they call mindfulness, to prevent me from looking at any apps at all. I am pelted with offers from artificially intelligent agents, usually with feminine names, that promise to tidy up all the alerts and reminders, to lurk out of view until summoned, learning what I tap and what I don’t, making more and more of the decisions on my behalf. It looks like you’re discussing a meeting, the apps have learned to say. Would you like me to set up a time for you?

Concepts like “time management” and “productivity” and “getting things done” grow increasingly quaint. I can feel it: The “attention management” industry is coming.

The attention managers will promise One App to Rule Them All. Their products will sit between me and my calendar app, my to-do list, my email, my watch-and-read-later queue, my podcasts, my shopping lists, and my news alerts, throttling all the claims on my attention, deciding which to present to me. They will ask to be the John Kelly to the Trumpian Oval Office of my mind. A pleasingly generic voice will murmur in my headphones at algorithmically determined moments. It sounds like you’re brushing your teeth, it will say. Would you like me to play you The Daily?

This can shake out in one of two ways. There is a path of hope and a path of despair.

The thing I hope will happen: The attention managers will work by making the patterns of my attention visible to me. They will share with me the information that’s currently only being collected by third-party programmatic ad networks and major technology companies. They will encourage me to notice my own choices and the effects of those choices. Here are the tabs you opened today, the stories you started reading and didn’t finish. Were any of them interesting? You spent quite a while on this one, perhaps you want to save it? This many hundred emails came in, about 70 percent of them from senders you haven’t opened an email from in six or seven years, perhaps it’s time to bite the bullet and click those “unsubscribe” links? (That can be automated, just say the word.) By the way, you know this, but just to remind you, here’s a list of the networks keeping data on you, and here’s what they learned about you today. You have literally never clicked on a notification from this app; here is a mute button, just in case it’s helpful. (In fact, let’s throw in an uninstall button, to cover our bases.)

I hope the attention managers will be zealous about protecting my data, and keeping it, to the extent that portability permits, on my own devices. I hope they’ll endeavor to make the complex arabesques of my attention clearer to me, using algorithmic intelligence and tools of design to expose patterns, present options, and empower me to choose among them.

The thing I fear will happen: The attention managers will work by making the claims on my attention increasingly invisible to me. They will be built by the major technology companies, in an effort to bend my attention even more forcefully to their will. They will be constructed without regard for my security or privacy. They will charge me a premium for their use, and if I don’t pay up, they will dump me into a user experience so grotesquely degraded I will pine for the days of phones with cords. The real money won’t come from my payments, mind you. It will come from the third-party ad networks their Terms of Service will require me to open even more of my life to.

I’ve prioritized a few emails for you. Don’t you worry about the rest. Do me a favor and click this sponsored one first. Do you like how you’re not receiving many notifications anymore? Don’t you feel Mindful? Speaking of which, say yes and you can purchase five minutes of guided meditation right from this app. It sounds like you’re brushing your teeth. Would you like me to expedite your next PearlyBrite™ toothpaste shipment? By the way, a media organization has paid us an acceptable bounty to bring you this next news alert…

Matt Thompson is executive editor of The Atlantic.

Mary Walter-Brown   Show a little vulnerability

José Zamora   Revenue-first journalism

Corey Ford   The empire strikes back

Pia Frey   Address users as individuals

Taylor Lorenz   Social and media will split

Eric Nuzum   Beyond the narrative arc

Jake Levine   The return to now

Emma Carew Grovum   Newsroom culture becomes a priority

Kawandeep Virdee   Zines had it right all along

Nathalie Malinarich   Peak push

Bill Keller   A growing turn to philanthropy

Kathleen McElroy   Building a news video experience native to mobile

Lanre Akinola   Making noise is not a strategy

Rubina Madan Fillion   Unlocking the potential of AI

Michael Kuntz   The only pivot that might work

Matt Thompson   Here come the attention managers

Brian Lam   Sketchy ethics around product reviews

Andrew Haeg   The year journalists become relationship builders

Molly de Aguiar   Good journalism won’t be enough

Damon Krukowski   Reviving the alt-weekly soul

Mandy Velez   texting is lit rn, fam

Errin Haines   At the ballot, it’s time to count black women

Federica Cherubini   The rise of bridge roles in news organizations

Tamar Charney   We get serious about algorithms

Betsy O'Donovan and Melody Kramer   Skepticism and narcissism

Mariana Moura Santos   Think local, act global

Evie Nagy   Pivot to mobile video frustration

Paul Ford   Go global

Jamie Mottram   From pageviews to t-shirts

Nikki Usher   The year of The Washington Post

Juleyka Lantigua   Women of color will reclaim and monetize our time

Hannah Cassius   The year of the echo-chamber escapists

Neha Gandhi   Filler killers

Aron Pilhofer   We can’t leave the business to the business side any more

Rodney Benson   Better, less read, and less trusted

Alice Antheaume   Are you fluent in AI?

Sue Schardt   Jump the niche

Tracie Powell   The muting of underserved voices

Cindy Royal   Your journalism curriculum is obsolete

Steve Grove   The midterms are an opportunity

Rasmus Kleis Nielsen   The Snapchat scenario and the risk of more closed platforms

Lucas Graves   From algorithms to institutions

Tanzina Vega   It’s time for media companies to #PassTheMic

Joanne McNeil   Gatekeeping the gatekeepers

Alan Soon   The rise of start of psychographic, micro-targeted media

Kinsey Wilson   Facebook and Google: Help out or pay up

Jim Moroney   Newspapers have to be good enough for readers to pay for

Miguel Castro   The arrival of the impact producer

Daniel Trielli   The rich get richer, the poor scramble

Dan Shanoff   You down with OTT? (Yeah, DTC)

Mira Lowe   The year of the local watchdog

Umbreen Bhatti   The trust problem isn’t new

Doris Truong   Computer vision vs. the Internet vigilantes

AX Mina   Memes and visuals come to the fore

Jesse Holcomb   Information disorder, coming to a congressional district near you

Dheerja Kaur   Fun with subscription products

Matt DeRienzo   A recession, then a collapse

Carrie Brown-Smith   Transparency finally takes off

Almar Latour   Conquering calm

Justin Kosslyn   The year journalists become digital security experts

Mario García   Storytelling finally adapts to mobile

Sally Lehrman   Trust comes first

Amie Ferris-Rotman   More female reporters abroad (please)

Nicholas Quah   Stop talking trash about young people

Ståle Grut   Reclaiming audience interaction from social networks

Elizabeth Jensen   Show your work

Julia B. Chan   Looking for loyalty in all the right places

Jim Brady   With the people, not just of the people

Alfred Hermida   Going beyond mobile-first

Matt Carlson   Attacks on the press will get worse

Matt Boggie   The intellectual equivalent of the Dead Sea

Borja Echevarría   TV goes digital, digital goes TV

Amy King   Let’s amplify visual voice

Niketa Patel   Live journalism comes of age

Sara M. Watson   Feeds will open up to new user-determined filters

Craig Newmark   Working together toward sustainable solutions

Adam Thomas   Sharing is caring: The year of the mentor

Eric Ulken   The year local publishers get smart(er) about change

Tim Carmody   Watch out for Spotify

Kim Fox   Audience teams diversify their approach

Vivian Schiller   Pivot to tomorrow

Susie Banikarim   R.I.P. Pivot to Video (2017–2017)

Kyle Ellis   Let’s build our way out of this

Charo Henríquez   Training is an investment, not an expense

C.W. Anderson   The social media apocalypse

Zizi Papacharissi   Women come back

Laura E. Davis   Writing answers before you know the question

Pablo Boczkowski   The rise of skeptical reading

Raney Aronson-Rath   Transparency is the antidote to fake news

Jennifer Coogan   The future is female

S. Mitra Kalita   The arc of news and audience

Debra Adams Simmons   And a woman shall lead them

Monika Bauerlein   The firehose of falsehood

Mariano Blejman   News games rule

Basile Simon   We need better career paths for news nerds

John Keefe   Scooped by AI

Luke O'Neil   The end is already here

Mary Meehan   Real lives are at stake in rural areas

Sam Sanders   Shine the light on ourselves

Manoush Zomorodi   Self-help as a publishing strategy

Millie Tran and Stine Bauer Dahlberg   (Hint: It’s about your brand)

Richard Tofel   The platforms’ power demands more reporters’ attention

Jessica Parker Gilbert   Design connects storytelling and strategy

Feli Sánchez   The year for guerrilla user research

Michelle Ferrier   The year of the great reckoning

Joanne Lipman   Journalists inventing revenue streams

Raju Narisetti   Mirror, mirror on the wall

Mike Caulfield   Refactoring media literacy for the networked age

Lam Thuy Vo   Breaking free from the tyranny of the loudest

Emily Goligoski   Looking beyond news for inspiration

Frédéric Filloux   External forces

Edward Roussel   Eyes, ears, and brains

Carlos Martínez de la Serna   The new journalism commons

Kristen Muller   The year of the voter

Cory Haik   Suffering from realness, pivoting to impact

Felix Salmon   Covering bitcoin while owning bitcoin

Imaeyen Ibanga   Longform video leads the way

David Skok   Finding an information-life balance

Corey Johnson   The pro-fact resistance

Sam Ford   The year of investing in processes

Amy Webb   Listen to weak signals

Ernst-Jan Pfauth   Publishing less to give readers more

Jacqui Cheng   Retailers move into content

Julia Beizer   A longer view on the pivot

Kelsey Proud   No, no, no

Jennifer Brandel and Mónica Guzmán   The editorial meeting of the future

Andrew Ramsammy   The year ownership mattered

Mi-Ai Parrish   Blockchain and trust

Jared Newman   Venture funding and digital news don’t mix

Caitria O'Neill   The new court of public opinion

Nicholas Diakopoulos   Fortifying social media from automated inauthenticity

Joyce Barnathan   It will be harder to bury the news

Renée Kaplan   The year of quiet adjustments (shhh)

Caitlin Thompson   Podcasting models mature and diversify

Heather Bryant   Building the ecosystems for collaboration

Hossein Derakhshan   Television has won

Rachel Davis Mersey   AI, with real smarts

Christopher Meighan   Passive partnership is in the rearview

Nushin Rashidian   Publishers seek ad dollar alternatives

Pete Brown   Push alerts, personalized

Nancy Watzman   Know thy TV

Will Sommer   The year local media gets conservative

Monique Judge   Letting black women tell their own stories

Cristina Wilson   The year of the Instagram Story

Francesco Marconi   The year of machine-to-machine journalism

Vanessa K. DeLuca   Women’s voices take center stage

Dannagal G. Young   Stop covering politics as a game

Marcela Donini and Thiago Herdy   Collaboration is the way forward for Brazilian journalism

Tanya Cordrey   Finally, the seeds of radical reinvention

Jennifer Choi   Standing up for us and for each other

Valérie Bélair-Gagnon   Seeking trust in fragmented spaces

Alastair Coote   The year of self-improvement

Juliette De Maeyer   A responsible press criticism

Alexios Mantzarlis   Moving fake news research out of the lab

Ray Soto   VR reaches the next level

Jarrod Dicker   Honesty in advertising

Rachel Schallom   Better design helps differentiate opinion and news

Ruth Palmer   Risks will grow for news subjects — especially minorities

Marie Gilot   No assholes allowed

Gordon Crovitz   Serving readers over advertisers

Rodney Gibbs   Tech workers turn to journalism

Claire Wardle   Disinformation gets worse

Jassim Ahmad   Thriving on change

P. Kim Bui   The reckoning is only beginning

Usha Sahay   Wallets get opened

Yvonne Leow   The rise of video messaging

Burt Herman   Things get real

Dan Newman   A return to trust

Sarah Marshall   Loyalty as the key performance indicator

Helen Havlak   Keywords, not publishers, power the world’s biggest feeds

Rick Berke   Value is the watchword

Michelle Garcia   Navigating journalistic transparency

Sydette Harry   Listen to your corner and watch for the hook

Ariana Tobin   Too tired to tap

Andrew Losowsky   The year of resilience

Trushar Barot   The Jio-fication of India