UNM2PNM PDQ, ETC.

It's an acronym jungle, and Jaffe's got naming rights.

I was in the midst of reading his latest book, Join the Conversation, a few weeks ago when Jaffe tweeted about his latest "Use New Marketing to Prove New Marketing (UNM2PNM) effort. In short, if I agree to review the book here, his publisher will send me a copy.) Seems like there could be an entire industry built on this premise--we'll send you our stuff (books, music, films) if you agree to review, and thus promote, our stuff. I suppose an entrepreneurial person would create a portal linking creators and reviewers...

Given that I'm prone to underlining, bracketing, staring and otherwise annotating almost every book I read, I figured having a clean copy wouldn't hurt. (Maybe I should auction off my "edited" copy when I'm done.) And it appears more than a few of us have taken Jaffe up on the offer--Valeria Maltoni just posted her review.

I'm also using the book in my Future of Advertising class at MCAD. Next Monday we'll use Chapter Two ("The Many-To-Many Model") as a jumping off point for a brief history of the evolution of an industry.

And I'll post my review of JTC in a few weeks.