The onslaught of cellphone calls, email, and instant messages is <A HREF="http://www.nytimes.com/2008/06/14/technology/14email.html?_r=2&adxnnl=1&oref=slogin&partner=rssnyt&emc=rss&adxnnlx=1213646913-krTRmDmU9SN5eSPmAs74MA">fracturing attention spans and hurting productivity.</A> It is a common complaint. But now the very companies that helped create the flood are trying to mop it up.

Some of the biggest technology firms, including Microsoft, Intel, Google, and IBM, are banding together to fight information overload. Last week they formed a nonprofit group to study the problem, publicize it and devise ways to help workers--theirs and others--cope with the digital deluge.

Their effort comes as statistical and anecdotal evidence mounts that the same technology tools that have led to improvements in productivity can be counterproductive if overused.