A year and a half ago, an online conversation between two marketing professionals in the U.S. and Australia evolved into a collaborative writing effort by more than 100 bloggers from nine countries that created a book called The Age of Conversation. The project raised nearly $15,000 for Variety, the international children's charity.
Following the success of the first book, which was published in the summer of 2007, Age of Conversation 2, debuts this week, with written thoughts on the role of conversation in marketing today from 237 marketing professionals who blog in 29 states in the U.S. and 14 other countries, from Australia to the Ukraine..
The project has an unusual story behind it, involving online connections between people around the world who had never met each other face to face. Early last year, Drew McLellan, in Des Moines, blogged about Wharton University's effort to create a collaborative book online, and Gavin Heaton, in Sydney, Australia, suggested online that they get a few fellow bloggers to try it.
Through their blogs, Drew and Gavin invited other marketing bloggers to commit to writing essays about conversation in marketing. They set what they thought would be an impossible goal – 100 bloggers. Within seven days they had commitments from 103. I am proud to say I was one of those bloggers to contribute to the first edition of The Age of Conversation.
No sooner had the book been published when Drew and Gavin, gluttons for punishment that they are, began planning for Age of Conversation 2. More than twice as many bloggers answered the call for written contributions for the book. The new volume will be available on October 28 in three formats – an e-book, softcover and hardcover. All proceeds will again be donated to Variety, the international children's charity.
Pricing for The Age of Conversation 2 is:
$12.50 ($10.00 going to charity)
paperback book: $19.95 ($8.02 to charity)
hardback book: $29.95 ($6.04 to charity)
Purchases can be made online beginning October 28, 2007 at http://stores.lulu.com/ageofconversation.
Click here for a link to the full list of contributors to Age of Conversation 2 and links to their sites.
Update Oct. 29th: Here's what MediaPost's Marketing Daily says...