"Mr. Gillin makes a persuasive case for companies' reaching out to bloggers -- a strategy that political campaigns and film studios have pioneered. Consumers are increasingly turning away from print media, skipping TV commercials and ignoring 1990s-style cost-per-thousand banner ads. But they are still seeking information, and many are embracing social media."

--David Price, The Wall Street Journal, July 11, 2007

"If you haven't immersed yourself in blogs or started one yourself, 'The New Influencers' can tell you what is popular, what type of blogs work, and what kind of impact they're having across the consumer and corporate worlds."

--Dean Takahashi, San Jose Mercury News, May 16, 2007

"There's a wealth of information, guidance and some good in-depth case studies of 'The New Influencers' (i.e. the movers and shakers in the blogosphere). I'd say it was a top-pick too for aspiring business bloggers"

Chris Vallance, BBC Radio, May 29, 2007 

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The New Influencers

A Marketer’s Guide to the

New Social Media

By Paul Gillin

with a Foreword by Geoffrey A. Moore

ISBN 1-884956-65-3 • $25.00 • Hardcover •

6" x 9" • 272 pages • Index • Bibliography •

Blogging, podcasting and other social media are profoundly disrupting the mainstream media and marketing industries. Paul Gillin’s The New Influencers explores these forces by identifying the influencers, their goals and their motivations. The book also offers advice for marketers at both large and small organizations on how to influence the influencers.

The New Influencers explores:

        • Why social media are now so important in consumer decisions;

        • How to leverage the blogosphere to enhance your company's message;

        • Strategies for taking advantage of this new medium;

        • The need for transparency and how to make it work for your benefit;

       • Action items for both small and large businesses

        • Whether and how your organization should use blogs, podcasts and other social media tools in your marketing strategy.