The current edition of the American Technology Insider is out, with Charles Christian’s report on ILTA 2009 and some spending statistics which are realistic rather than cheery in the short-term at least. There is also, as always, a succinct summary of the latest industry news.

The American Technology Insider introductory page explains what is covered in ALTi, and how you can get one delivered to your mailbox for free. There is also a section headed “For PR and marketing departments” which makes it clear that ALTi is news-driven rather than led by advertising.

The British version seems to have been  around for ever. The means of publication may have changed but the format and the style remains as it began, probably with a report of the implications for lawyers of Charles Babbage’s planned Differential Engine in 1822. There is no obvious reason to change a formula which works and, more than a year after the launch of the American edition, that formula seems to go down well there as well.

Consistent with its own emphasis on short, snappy reports, the new edition of ALTi carries a quotation from Donna Payne of the Payne Group: “If you can’t demo a product in 15 minutes, you don’t have a product”. The point, I think, is not so much whether you have a product as whether you can get an audience for it. I went round the ILTA booths asking for 15 minute demos. They all seemed a bit taken aback by this, but I have to say that they all rose well to the challenge.

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