February 7, 2008 | Read Time: 1 minute
NEW BOOKS
Media Rules!: Mastering Today’s Technology to Connect With and Keep Your Audience
by Brian Reich and Dan Solomon
“Technology allows each member of the audience the opportunity to find their own personal connection to something,” write Brian Reich and Dan Solomon. “Put your focus on creating and distributing the best possible media for your organization and your audience — the information, the experiences, and the stuff that will resonate and add value.”
Mr. Reich, director of new media at Cone Inc., a strategy and communications consulting group, and Mr. Solomon, chief executive officer of Virilion, a marketing firm, discuss blogs, social networks, cellphones, games, videos, and search engines, and how organizations can integrate themselves into their audiences’ lives through technology and media.
The quantity of information, options, and products available has mushroomed, the authors argue, and groups can connect with their audience by “being a guide” and helping people better navigate their lives.
They cite DonorsChoose, an online charity that helps people select which educational project they want to support, as an example of an organization that has succeeded by packaging information in bite-sized amounts.
“Although an explosion of choices may mean we sometimes get exactly what we want,” the authors write, “too many choices can also overwhelm the audience to the point where choosing nothing at all seems like the best option.”
Publisher: John Wiley & Sons, 111 River Street, Fourth Floor, Hoboken, N.J. 07030; (201) 748-6000; fax (201) 748-6088; http://www.wiley.com; 230 pages; $24.95; ISBN 978-0-470-10888-8.
