Buy expensive advertising or beg the media to write

[pioneer]

The New Rules of Viral Marketing: How
Word-of-Mouse Spreads Your Ideas for Free
by David Meerman Scott

“For decades, the only way to spread our ideas
was to buy expensive advertising or beg the media
to write (or broadcast) about our products and
services. But now our organizations have a tremendous
opportunity to publish great content onlineâ€"content
that people want to consume and that they are eager
to share with their friends, family, and colleagues.”