In this book the author argues that the old rules of marketing have changed with the new media. As can be seen with what is happening with old media like newspapers, magazines, radio, and even TV, there are new opportunities for the new media formats like blogs, online news releases, podcasting viral marketing and other online media
The book takes the position that the transition from old media to new media is a good thing for online sellers who know how to use it. The new media offers more integrity and information that helps to produce quality content for less, as opposed to to the one-sided expensive old media marketing methods.
The book provides the technical novice a thoughtful and accessible guide to cutting-edge media arenas and formats such as RSS, vodcasts and viral marketing, without neglecting the fact that technological wizardry can't substitute for a well-thought out marketing program. It emphasizes fundamentals like defining one's audience.