"Who’s There" is Seth Godin’s incomplete guide to Blogs and the New Web, and a gem of an e-book.

Blogs are changing the consumption of information far far faster than any other technology or medium.  "Who’s There" attempts to demystify the blogosphere by breaking it down to its elements, and offering a sort of a guidebook to help traverse the journey.  But more than that, this book is about understanding the impact of new technologies like blogging on Communication, and on Life in general. 

Categorizing all bloggers into 3 main types, it lays down the laws of the blogosphere, thereby offering an interesting perspective on this revolutionary technology that is exploding like there is no tomorrow.  Marketers would also do well to go through the text, considering the rich insights it offers on leveraging it as a Communication medium. Finally, it should also benefit the odd CxO from your organization (or your father-in-law) who presently dismisses blogs as something only college kids and geeks indulge in. 

I am refraining from posting any excerpts from it as it would spoil the joy of going through the complete book – the way it was intended to be.  If you’re a blogger already, you’ll thoroughly enjoy going through this little treasure. If you’re not a blogger (yet!), at the very least, you’ll learn about something new.

Pick it up before you have to start paying for it… It’s free for now.