In chapters four through six of his book, Dan Gillmore discusses how the media shift from a broadcasting hierarchy to an open discussion has affected different segments of society. Chapter four discusses the “newsmakers,” including corporate interests who at first tried to quiet the consumer voice only to have such attempts backfire. But as understanding of this new medium developed, Gillmore illustrates how savvy private interests were able to work with the voice by engaging in honest dialog and developing positive customer relations. He discusses how open blogging and quality RSS feeds can bolster a company’s image. And further, Gillmore gives solid advice to future Public Relations personnel on how to use this technology in a way that gains the attention and trust of the public.

In chapter five we are told how television and soft money used to rule politics, and how that ended at the turn of the century. Political groups used the internet to find their base. It also gave voice to many who would not otherwise be heard. San Jose State alumni Joe Trippi showed the world of politics that online campaigning could prove to be quite lucrative to a campaign. In this Gillmore made a sharp and accurate prediction that, “Net-savvy campaigning will be the rule by 2008.” How right he was!

The world of journalism itself is the subject of chapter six. Journalists themselves may have mixed reactions about the world of blogging. Reliable, professional bloggers have proven quite useful as a source of news and politics. But large media outlets are generally not thrilled about a new world where everybody is a reporter, as it eats into their bottom line. Still Gillmore believes we will always have a need for professional journalism; in depth investigative reporting.