It's always cool to have an author on the program -- and even cooler when the program is one of our rare call-in shows. It makes for great programming and more fun as you never know what you're going to get in terms of questions.

The opening line in the jacket cover of The New Influencers says, “Attention marketers, business owners, and CEOs – your job will never be the same.” It’s that kind of statement that has been used to sell millions of books in the past. The reality, however, is that this time it’s true.

With me today was Paul Gillin, the founder and editor of TechTarget, one of the most successful new media properties on the net, and former editor of Computerworld. In his new book he offers a practical guide to engaging with the people are defining the rules of the conversation-based marketplace. He also suggests that to be successful, companies are going to have to learn how to act and respond within this new environment.

For any savvy marketer, you're going to hear the familiar in today's program. But what you're going to like the most is Paul's straightforward approach to getting started. He cuts through the hype of viral, guerilla, and social media and offers compelling advice on how to become a contributor or major voice in the new media.

AND, and someone who has read his book cover to cover, I have to recommend you go out and buy it. It's a quick read and chock full of great stories and sound advice.