Last year, a collaborative writing effort by more than 100 bloggers from nine countries resulted in the book "The Age of Conversation." The project raised nearly $15,000 for Variety, the
international children's charity. Drew McLellan, who heads McLellan Marketing Group, in Des Moines, Iowa, spearheaded the effort with Gavin Heaton, who works for global software company SAP. "Age of
Conservation 2" is now out. It addresses how citizen marketers are changing the industry landscape; 237 marketing professionals, who blog from 29 states throughout the U.S. and from 14 other
countries, participated.
