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Chapter 01 Summary: 1) New online technologies have initiated an inverse in the Economics of Influence—offering new ways for companies to deliver their messages to the marketplace. 2) In addition to advertising and public relations, companies now have a third option by which to deliver their content—via New Media tools such as blogs, podcasts, and syndication of content via RSS. 3) The marketing and PR techniques that worked so well in the old media channels don’t necessarily work in New Media channels. 4) Strong management is required to make a smooth transition to New Media channels.