ABOUT THE AUTHOR Over the last few years, Rick Mathieson has emerged as one of the leading voices on marketing in the digital age. An award-winning writer, author, speaker, and frequent media commentator, Mathieson helps brands understand and capitalize on new digital plat- forms as part of integrated communications initiatives. His insights on postmodern marketing have been featured in ADWEEK, Advertising Age, Wired, Broadcasting & Cable, Madison & Vine and on MSNBC, CBS Radio, and NPR. His research into next- generation business models