THE AGE OF CONVERSATION -- Edited by Drew McLellan and Gavin Heaton

When Is a Blog Not a Blog? When It's a Book.

Three months ago, agency execs Drew McLellan and Gavin Heaton agreed to add "publisher" to their resumes. Having struck a deal with 103 authors eager to lend their two cents about today's marketing-communications landscape, the boys feverishly compiled essays, baited a vendor and hooked a PR firm to rep the title.

On Monday, the book will be released in three formats: e-book, paperback and hardcover. Its editors won't be raising a glass together anytime soon, however. You see, David, who hails from Des Moines, and Gavin, based in Sydney, have never met. In fact, with the exception of a single, garbled Skype exchange, they've never even spoken.

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