I just finished reading a fantastic new media book called Groundswell that I am considering to be an essential new media business book. That got me thinking about other essential titles. So here they are, the new media books I consider to be paramount and essential reading for any business professional in this new marketing age.
Cluetrain is like the book of Genesis in the standard bible. This is the one that started it all. These are the most fundamental concepts of new media marketing. Unflinching and direct, this is the book to start with and if you only read one book on this list, this is the one to read.
This is your economics lesson for new media. Filled with lots of research and data, this book explains how some of the most successful Internet companies actually make money. You will hear the phrase “long tail marketing” a lot in presentations, blogs and other books. Here is where you find out what it all means.
Seth Godin is revered in marketing circles and his books are among the most popular business books. This is one of his earliest but possibly most important work. None of Seth’s other books make any sense without understanding Permission Marketing. The concept is also one of the fundamental pillars upon which all of new media marketing stands on. As a bonus, Seth’s other fundamental book is Purple Cow
An unusual choice as this book is primarily about website design and usability, but way to many businesses that I deal with still make too many mistakes on their websites. All the new media tools aside, the most important business tool is still your website and it’s critical you get it right. You can actually learn a lot more than just web design and usability from this book. The concepts apply just as well to presentations and even advertising layout. If nothing else, you should ask any web professional you work with if they know this book. If they do, your in good hands. If not, give them a copy and tell them to read it before they work on your website.
I would love to hear from you about your essential new media books. What would you recommend not being without? Leave your choices in the comments to this post.