I went to New York last week, mostly for work, but I had two free days at the end to explore the city. I took, as always, a Lonely Planet guidebook, but most of the time I built a list of places to go from going online. It strikes me now how easy the world has become, and simultaneously, how difficult.
It’s easy to find places in a new city now. I wrote ‘in New York’ on Facebook and people sent me bits and pieces of information. I looked at I suppose what you would call conventional review sites, places like Tripadvisor and Chowhound. I had places bookmarked and saved in a list on Simplenote, restaurants and shops and bars that had been mentioned in RSS feeds the few months previous to the trip. There were some saved bookmarks (Pinboard now Delicious is dying), and I went for a coffee at La Colombe Torrefaction in Soho because Joanne McNeil posted a photo of a beautiful coffee on Instagram just the week before I was due to go, and of course, everything on Instagram is neatly geo-tagged.
It’s hard to work all this out. It’s hard if you’re someone who doesn’t live on the internet; conventional search is just so bad at getting to it. I’ve built this delicate web of connections and conduits over years. Ways of filing information, having it there and ready. Ways of trusting people, too – I’ve never actually met Joanne McNeil, just swapped a few tweets and read her blog for a long time and yet that picture was all I needed to know that La Colombe Torrefaction would be selling one fine cup of coffee. Typing “best places in NYC for x” into Google is weak compared to all this, but it’s all most people have.
And it’s hard to work out if you’re talking about advertising. One of the chimeras on the web is stats: you get some numbers and you think they describe the world perfectly, completely. Entry pages, exit pages. Conversion rates. Numbers leave no room for the messiness and the softness, the permeability of the real world. Advertising played a role in where I went: it was on the sites I visited, and to take the coffee place as an example, the look and feel of its own site was important to me. But accounting for that? When, as a commercial person, you’re doing your reports for the money you spent? That would be hard. So much of the research for that trip wasn’t caught in the numbers – or to give the Google argument maybe it was, it’s just buried very deeply.