It’s that time of the year again when everyone’s on holiday, chilling out in pools and seaside resorts. Many politicians and sports institutions are on holiday and the newspapers and TV stations are struggling to find newsworthy material, so they run inanities.

In English this season is called “The Silly season”, the Germans call it “Sommerloch” (summer hole), in Hebrew and many other language it’s called the “cucumber season” and the existentialist French go so far as to dub it “la morte-saison” (the dead season).

Historically, this is the worst time of the year for newspapers, marking the lowest readership.

The Cucumber Season is a direct result of the old paradigm of impersonal mass-media.

But in an age where everyone tweets and manages his own personal Newsfeed, is the summer hole still relevant?

Does the world stop dead in its tracks because politicians take a vacation?

From Newsrooms to The Beach

In the year 2012 news creation and news consumption is location-independent.

In other words: you can blog from the beach or read your friends’ tweets on a wi-fi enabled airplane.

These may not be the kind of news that a newspaper will, but they might be more relevant to you, personally.

Admittedly, this year the dead season isn’t felt as much because of the London Olympics, but the fact remains that a great deal of the news we consume today is social and personal.

What about Us?

We’re busy as usual creating new books and language learning materials and just days away from announcing something very special for both Hebrew and German learners. To make it even more interesting we will send out the news only to people who personally subscribed to either our German or Hebrew ebooks newsletter.

img: CC by bjakeb