Pt. 1. What happened: Blog swarms and opinion storms ; The first Reformation and the information reformation ; A brief history of "text." -- Pt. 2. What is happening right now, and why: There is a new sheriff in town ; The meltdown of mainstream media (MSM) and where its audience went ; Why do bloggers blog? and why it matters to you. -- Part 3. Earthquakes, hurricanes, and tornadoes--what's an executive to do?: Establishing a defense ; Exploiting the new medium, Part i: Getting in touch with your inner blog ; Blogging you, your product, or your organization to the world ; Finding a blogger for your organization's blog ; There is plenty of time to start ; A dozen blogs I would launch if I were-- ; Getting started: the technology. -- Conclusion: The inevitability of dominance.

Publisher description: "Blog" is short for "Web log"--an online site with time-dated postings, maintained by one or more posters, that features links and commentary. Millions are changing their habits when it comes to information acquisition, and the blogosphere has appeared so suddenly as to surprise even the most sophisticated of analysts. Since Hugh Hewitt's blog site, hughhewitt.com, was launched in early 2002, more than 10 million people have visited this site. Why does this visitor traffic matter? People's attentions are up for grabs. If you depend upon the steady trust of others, suddenly you have an audience waiting to hear from you. The race is underway, though, to gain mindspace and to be part of the blogosphere readers' habits, and to position yourself as well as your business or organization at the forefront of this information movement.