Bubbie: The National Institutes of Health has never studied the attention spans of goldfish.
This is one of those "alternative facts" cited almost hourly by lazy writers.
Take your pick: You can blame perpetuation of the factoid on the marketer who fabricated the statement; or on Microsoft, which once cited it in an e-book; or on all the thousands of writers who have since recirculated it.
Enough with the attention-starved goldfish, already.
"Strong research is the backbone of strong copy," says copywriter Tom Wall. Strong copy requires writers to stop sourcing:
- Personal blogs and Tweets (particularly the president's)
- Unregulated contributor websites
- Unauthorized biographies
NOTE: While truth isn't, opinions are my own.