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Endorsements and Testimonials:


“We love good books, and when we find one that can help people create social change, increase their philanthropic capabilities, and become more personally empowered, we want to share that book with others. BE THE MEDIA is one of those books. It’s an encyclopedic how-to handbook that can equip anyone with insider knowledge about modern media – how to create it and use it to bring your message to the people you’re trying to reach.  This is practical information with endless applications for the people and organizations that The Harnisch Foundation supports. We knew this book could help nonprofits. We knew this book could help aspiring journalists. We knew this book could help teachers. So we have underwritten the distribution of thousands of copies of BE THE MEDIA to schools, nonprofits, women's causes, and other individuals whose work we want to encourage and support.”
- Ruth Ann Harnisch: President, The Harnisch Foundation
"BE THE MEDIA is the 'Whole Earth Catalog' for independent media."
 - Steven Piersanti: President, Berrett-Koehler Publishers
“David Mathison's BE THE MEDIA offers the preposterous idea that broadcasting and publishing need not be exclusive to industrial titans.  You (yes, he means you) can take the "big" out of "media" and return this most important feature of democracy to the people.  The practical advice offered in this book are ideas whose time has come ... and none too soon. For those who've come to understand that the "news" and what's hot in popular culture are decisions made by large corporations, this book is must reading.  Here is the hand book for those Americans who want to join and help lead the revolution that is urgently returning to the people, the power of conveying information to a populace starved for new ideas from outside the box of big business commercialism.”
- Phil Donahue
"BE THE MEDIA brings together a remarkable group of independent thinkers and media executives to create a provocative preview of the future of media."
- Alexander Hungate: Former Chief Marketing Officer, Reuters
Tim Wu "BE THE MEDIA is uplifting and empowering."
- Tim Wu: Columbia University Law Professor. Chairman, FreePress.net

"Gone are the days when we must bow at the altar of traditional media, genuflect, and then pray that they give us publicity for our product, service, book or CD. David Mathison has explained how to do our own self-publishing and self-promotion and, often, reach far more people than the traditional media could. Anyone who has ever had a grovel to catch the attention of frazzled publishers, busy record company executives, haughty book publishers or grumpy newspaper editors will love this book."
- Joan Stewart: Publicity Expert, The Publicity Hound
"If BE THE MEDIA didn't exist, like Voltaire's God, it would have to be invented. David Mathison has assembled a mind-boggling collection of essays by people on the front lines of producing independent media. Since we are rapidly on our way to a point where that could include just about everyone, this is a book everyone needs to read."
- Robert McChesney: Co-founder, FreePress.net. Professor, University of Illinois at Urbana-Champaign. Author or editor of 12 award-winning books, including Telecommunications, Mass Media, and Democracy; Our Media, Not Theirs; Rich Media, Poor Democracy; The Problem of the Media.
“If you are going to play the game, it helps to know the rules. If you want ink and airtime for your book, you need to know how the System works. David Mathison’s BE THE MEDIA reveals the secrets.”
- Dan Poynter: Author and Publisher, The Self-Publishing Manual (15th Edition)

"David Mathison's BE THE MEDIA is a text and bible on how modern methods permit every person and organization to reach an audience that only a few years ago was reserved for the multi-billion dollar media conglomerates. It is a reference for uninhibited and unlimited methods that use print, computers, and the whole spectrum of devices right at hand in almost every community and household.  It shows how to spread ideas without the traditional massive presses, major networks and commercial studios."
- Ben H. Bagdikian: Author,
The New Media Monopoly; Pulitzer prize-winning journalist; Dean Emeritus,
Graduate School of Journalism at the University of California, Berkeley
"This book should be called 'BE BETTER THAN THE MEDIA.' It tells readers how to realize that dream radio program, published book, or independent movie. It doesn't tell you how to break in - but how to break out. And it does it in the voices of those who have done it."
- Adair Lara: Award-winning columnist, San Francisco Chronicle. Author of five books, including "Hold Me Close, Let Me Go" and "Normal is Just A Setting on the Dryer"
"David Mathison's BE THE MEDIA is the best overall resource available to help you build out your platform."
- Rick Frishman: Founder, Planned Television Arts. Publisher, Morgan James Publishing
Jeff Cohen "Never has a book been better timed. This manifesto for the communications revolution is not New Media for Dummies. It's for smart, civically-engaged media producers and activists, and there are millions of us."
- Jeff Cohen: Park Center for Independent Media, Ithaca College
"BE THE MEDIA's chapter on Licensing alone is worth the price of the book."
- Steven Ekstract: Group Publisher, License! Global magazine
Norman Solomon

"Like the author himself, BE THE MEDIA is a unique and vital source of information, experience, and analysis that helps us to empower ourselves. Moving beyond the roles of media consumers who ingest what's dished out from on-high, those who take this book to heart and mind will gain essential tools and understanding for the struggles ahead -- to create media that enliven and democratize instead of numbing and stultifying.

If we can learn to "be the media," the process will move us far down the road toward a society where public discourse and governance is truly of, by, and for the people."
- Norman Solomon: Author; nationally syndicated columnist; Exec Dir, Inst for Public Accuracy

"BE THE MEDIA is one-stop shopping for any information you will need to publish your own book, produce your own radio show, or make your own film. At long last there is one comprehensive, state-of-the-art guide that includes all the information you will need to be an independent media producer by leaders in each media field. Thank you to David Mathison for this remarkable, enlightening and very timely book."
- Kimberly Weichel: Co-founder, Our Media Voice; Radio & TV producer; Author; Educator
"David Mathison's BE THE MEDIA is a compendium of essential knowledge anyone trying to operate in the current media environment simply must have.  It is smart, thorough and entertaining.  I wish I had it when I started to plan the promotion of my first book."
- Cliff Schecter: Political Columnist, The Guardian. Author, The Real McCain
Al Canton "Author-Publisher David Mathison has done his homework, and I expect BE THE MEDIA to sell very well."
- Al Canton: President, Adams-Blake Company, Inc. (Creator, Jaya123)
“How can we the media ‘consumers’ BE THE MEDIA? Reading this remarkable collection of reports from the frontlines of the citizen media reform movement is an indispensable first step. Next, if you still don’t like the news, make some yourself!”
Rory O’Connor: President and CEO of Globalvision, Inc, an independent international media firm. Award-winning documentary filmmaker and journalist
"BE THE MEDIA is the everyman's guide on how to be a media creator/producer/distributor.  No matter the medium, this compilation allows anyone and everyone to utilize new information technologies to overcome previous barriers to entry in a wide variety of media disciplines."
- Emanuel Stern: President, Hartz Mountain Industries. The Stern family published The Village Voice from 1986-1999, along with
leading alternative weeklies in Los Angeles, Seattle, Minneapolis, Cleveland, and Orange County with a combined weekly circulation of 950,000.

"In a time of corporate media induced truth emergency, "BE THE MEDIA" is media democracy in action. It is the direction for grass roots bottom-up public truth telling in which we can all participate."
- Peter Phillips: Director, Project Censored

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Recommended: Public libraries; academic collections; undergraduates; and general readers
By Anthony Todman: American Library Association's Choice Reviews Online (April 2010) © American Library Association
A. Todman
Anthony Todman
Associate Professor and Librarian,
St John's University (NY) 

“Prior to the 21st century, the path to garnering or generating publicity and media awareness for a product or service was laborious and cost-prohibitive for many. The encyclopedic volume Be the Media seeks to identify the plethora of millennial electronic media outlets available, and put them into the hands of entrepreneurs, self-publishers, and anyone outside the mainstream who is seeking media access. Persons who are unable to hire a music producer, publisher, or media professional may use this volume to navigate the new media environment. The book includes submissions from academics, writers, consultants, and syndicators.

The first part, "The Personal Media Renaissance," is a how-to guide that helps readers navigate the world of radio, music, podcasting, videos, and film. Following this is "The Community Media Renaissance," which reviews public access, social networks, open source, and community radio. Practitioners, students, and others who are not afraid of hard work will find these articles inspiring and informative.

Those who want to take ownership of their media message without depending on traditional outlets should read this book.

Summing Up: Recommended. Large public libraries and some academic collections; upper-level undergraduates and above and general readers."

Getting Down to Business Books
By Al Caruba: Bookviews
"With the advent of Labor Day, everyone settles in to make the most of the remainder of the year in terms of whatever business they’re in. There is no end to books on management and sales theories and, frankly, in a changing competitive environment, they are probably needed.

Since I have made my living in public relations after abandoning fulltime journalism decades ago, I will begin with a recommendation of Be the Media: How to Create and Accelerate Your Message…Your Way ($34.95) by David Mathison with more than sixty contributors. Why does it have a hefty price? Because it is 536 pages of some of the smartest, best advice that authors, filmmakers, musicians, cartoonists, bloggers, and other creative types will find, but they are not alone. Policy makers, community organizers, educators and, just about anyone with a horn to blow will discover the power of podcasting, how to create and self-syndicate a radio show, how to promote your video using the Internet There’s a whole section on how to use the Internet for E-commerce, advice on how to license your ideas, and on and on and on! Crammed into this book is the kind of know-how it would otherwise take you a very long time to learn. Excited? Its official release is May 2009. Meanwhile you can visit www.BeTheMedia.com."

Business & Economics

ForeWord Magazine
David Mathison, "internationally recognized media expert" on distribution, presents twenty sections by various authors showing artists (columnists, authors, publishers, music producers, cartoonists, etc.) how to inexpensively create and widely distribute their content; discussions include podcasts, videoblogging, and the creation of public access TV shows "to give people the ability to program and distribute local, noncommercial programming."

Reach Your Audience On Your Own Terms
Elizabeth H. Cottrell: Freelance Writer. Owner, RiverwoodWriter, LLC

"We've been hearing for the last two or three years that the social media revolution was upon us and that Web 2.0 was creating a paradigm shift in the way we can do business.  I knew intellectually this was true, but until I read this book, I didn't understand the enormity and power of this shift or exactly HOW it was happening.  This book describes a true revolution-one in which the former small fry of various industries are shown how they can wrest control of their preferred media platform.  No longer do authors have to wait until they are accepted by a publisher.  Musicians no longer have to depend on a record label or prominent radio station disc jockeys to be heard.  Filmmakers can produce their own work.  Nonprofits can reduce their TV and newspaper advertising budgets, because there are other ways to spread the word about their mission.

There are nuggets of gold here for journalists, publishers, activists, broadcasters, marketers, publicists, licensors, and anyone who has something to promote, whether it's a product, a service, or a message.  The information in this book empowers you and me to take control and get a wider audience than was ever possible even as little as five years ago.  In fact David Mathison, the compiler of these articles written by a wide range of experts, chose self-publishing himself for this book instead of sharing the profit with a publisher.  Instead, he is sharing the profits with anyone who wants to become an affiliate and help him sell the book..."

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“Since I got it, I haven’t been able to put this book down. BE THE MEDIA is off the charts, it is so phenomenal. I strongly recommend you get your own copy if you haven’t already. BE THE MEDIA is worth millions of dollars. If you implement every single media channel in this book over time in your business you are guaranteed phenomenal success. This book is going to stay right by my nightstand for a very long time. And it is going to be part of my business plan for a very long time because there are so many case studies and ideas that I can take and apply to my own business.”
Marlene Green: CEO, Millionaire Blueprints City Magazines; Director, Glazer-Kennedy Insider’s Circle NYC/NJ Chapters) 
 Listen to the full audio of her testimonial here
"There are very few business books I keep front and center on my bookshelf, but Be The Media has earned a spot on mine. It is a thoroughly comprehensive reference source that even gave me some new ideas, and taught me some new tricks. David Mathison's empowered concept of retaining control of your content, message and media is completely in synch with my own work in the field of infopreneuring, and I am thrilled to be a colleague of someone who "gets it."

If you create any kind of content, or have any message to get out to the masses, Be The Media is a must-have!"
- Melanie Jordan: Everybody's Infopreneur Coach, Author of "What You Know Is Worth More Than You Know™"
"David has actually written the book that I've been waiting for!  A simple, straightforward, plain English, "how-to" that mixes practical solutions with philosophical underpinnings that can help anyone understand the tectonic shift we're seeing in every aspect of the cultural genesis of creativity."
- Stephen Wilmarth: Co-Author; Curriculum21: New Essential Curriculum for 21st Century Learners (ASCD)
"As an independent journalist, who has fought for years to illuminate the darkest corners of equatorial Africa—where fraud, murder, rape, betrayal and multi-national interests make their mercenary beds—Be the Media is more than a godsend. It is an avenging angel of mercy. I carry it with me wherever I go, and not a day goes by that I cannot learn something new. Dave’s excellent book has also served my “hobby” well. As a stress reducer, I try to help independent musicians in my down time. Music feeds my soul, but corporations have been devouring the heart and soul of independent artistry for decades. This levels the playing field and with Dave’s help I am teaching my friends how to win the game."
- Georgianne Nienaber: Investigative journalist. Author of "Gorilla Dreams: The Legacy of Dian Fossey" and "Horse Sense." Regular contributor to Huffington Post.
"Two weeks ago I started a summer internship at an international organization that works with the UN and the Congress. The goal is to introduce the organization to the social media sphere and strengthen its presence in the web.  When I started to write the communications strategy for them I used BE THE MEDIAto come up with ideas.  Let me tell you: It was really helpful!!  The section about blogs in your book helped put it in plain words so they can understand how an organization can approach blogging for the first time.  Right now, I have Be The Media at the office as a reference book for this project."
- Jose Bayona: Freelance journalist
"BE THE MEDIA is the one book I recommend to every artist, writer or musician I know. Heck, I tell anyone who wants to be in control of their careers to pick up this book. It is the ultimate in one-stop shopping for information on how to produce your own radio show, publish your own book, or get your music in front of the public. David Mathison has crafted a wonderful resource for all creative people who want to keep control of their work. "
- Sandra Lee Schubert: Radio Host, Producer, Writer, Wild Woman Network: Conversations with Creative Vagabonds, Thinkers and Innovators
"I have my students read BE THE MEDIA for my class on Multimedia Journalism.  The chapters on Blogs, Video, and Participatory Journalism are required reading."
- Steve Fox: Lecturer/Multimedia Journalism Coordinator. University of Massachusetts, Amherst
"As we say in Massachusetts BE THE MEDIA is "wicked good."  I keep it on my desk as a handy reference guide."
- Janet Spurr: Author, Beach Chair Diaries
"Be the Media is great! I can see it really making a difference and shifting the tools and the paradigms and the structure of power in this country and the world. I will be recommending this book to my friends and colleagues. Thanks to David Mathison for doing this tremendous work."
- Michael Wong: Vice President, Veterans for Peace (San Francisco Chapter)
"I've been in publishing as a reporter, a newspaper columnist, and an author - it seems like 1,000 years! David Mathison's BE THE MEDIA is the most exciting concept I've seen at Book Expo America this year."
- Bonnie Kogos: Author, Columnist
"Thank you David Mathison for compiling all these resources, and for your variety of inspiring quotes. I see our books being classics as they both provide others with the skills and tools to move forward in their lives. You deserve all your successes."
- Rosalyn Cherry: Author of "Be Clutter Free"
"We've spent some time with BE THE MEDIA already, and are confident that it will be a valuable resource. Thank you for producing such a great book, and for all the additional gifts. Our only problem is determining where to start - not a bad problem to have!"
- Scott & Brigitte Rouleau: Co-authors of Morsel Munk Word Stump, and Owners of Morsel Munk, LLC
"I began my work in media in 1972 as a television camera operator for WCTV. Since then I have never seen a text, guide or college class that provides the information that anyone can use to control their media message so completely. Actually, unless you were a very wealthy person, until now it was impossible. BE THE MEDIA CHANGES EVERYTHING! For politicians and activists too: anyone running for office or any activist with a cause must make BE THE MEDIA a priority for all campaign staff. It should be required reading before a politician ever even announces their candidacy."
- Curtis Walker
: 2008 Delegate, Democratic National Convention

"BE THE MEDIA is a wonderful resource. I'm really impressed! I also appreciate your post-purchase telephone follow-up with readers. Not enough sellers know the value of that in building customer loyalty. It's gold. Funny you should contact me today, as I was just promoting the book to someone I met last night at a small business gathering."
- Kim Randolph: Community media talk show host
"I heard David Mathison speak at a meeting of the Publishers Association of Los Angeles. Got a sharper focus on social media such as Digg, FaceBook, Twitter, LinkedIn, etc., and on the connections between them. Drove home and ordered his book, BE THE MEDIA."
- Les Boston: Owner of Stone and Scott, Publishers

"Be The Media is one of those books you want all of your family and friends to know about — I can’t stop talking about the impact is has had on me. It reinforced my belief that I can make a living with what I love — writing, editing, social media, and blogging. I know so many talented people who are struggling to make ends meet, and I want them to all profit from reading this eye-opening, encouraging book full of invaluable advice and resources."
- Dagmar Bleasdale: founder of imPROOF and Dagmar's momsense

"BE THE MEDIA is amazing, not only for its "how to," but for the social consciousness behind your obvious mission to empower people, and for how well you document the trail of financial support for mainstream media. I also found Chapter 3 "Making Music" fascinating. It further documents how important it is to teach the way the student learns; the applications in our schools are without limits. When I read Be The Media cover to cover, I know I will continue to discover more of its incredible insights and merits."
– Laura Keegan, Author: Breastfeeding with Comfort and Joy: A Photographic Guide for Mom and Those Who Help Her
  "I loved BE THE MEDIA so much that I gave it to my husband for our 29th wedding anniversary, because he already has everything else!"
- Barbara Lichtman
  "I bought BE THE MEDIA, read the first 3 chapters, and ordered yet another book for my father. I found the book to be innovative, inspirational and simply the most comprehensive look at the implications of new media technology. Now that I've finished the book, I'm trying to implement many of the literally hundreds of ideas Mr. Mathison set forth.  I've never read anything that has so captured the implications of the technological innovations of the last 20 years. Truly excellent work!"
- Carl Kustell:
Attorney, Former Congressional Aide, Founder of Contact Media, LLC
  “Being a novice and working with Public Access facilities, this book has far more information in one place than I ever imagined existed. BE THE MEDIA is the golden reference guide. It is the perfect size to readily open, and it is comfortable and a comfort to behold. A book that challenges citizens - to gain more understanding and knowledge of the technology and movement that is evolving. It is an exciting book on the edge of a paradigm shift that refuses to be exclusive. For people who live out in rural areas, with limited access to technology aids or other persons for reference and help - here they are. They are all right here. I love this book. BE THE MEDIA has become a friend. Many thanks!”
- Martha Spiess:
Member of MaineVideoActivistNetwork
  "I am a True Fan of Be The Media! It will be helpful to so many folks, which is why I bought three copies. One copy will go to my local public library in Floyd, Virginia. Floyd has lots of independent artists, musicians, and craftspeople with a "can do" spirit. It is one of the few rural communities with high speed internet access because the folks here didn't like begging the phone companies for service, so they formed their own telephone cooperative. Since BE THE MEDIA has chapters on Community Broadband, Community Radio, and Community Media Centers, the book is going to take things to a new level for us."
- Star Womanspirit

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Look who's checking out BE THE MEDIA:

David Mathison, Slash David Mathison, Robert Kiyosaki David Mathison, Dan Poynter David Mathison Craig Newmark NCMR 2008
Velvet Revolver
Guns 'N Roses
Robert Kiyosaki
Rich Dad, Poor Dad
Dan Poynter
Self-Publishing Manual
Craig Newmark
Vint Cerf David Mathison David Mathison, Bill M oyers David Mathison, Phil Donahue David Mathison, Larry Lessig
Vint Cerf
Chief Internet Evangelist
Bill Moyers
Bill Moyers Journal
Phil Donahue
Body of War
Larry Lessig
Creative Commons
Stanford University
Garrison Keillor David Mathison Be The Media BEA 2008 Douglas Rushkoff David Mathison John Nichols, David Mathison David Mathison Amy Goodman Be The Media NCMR 2008
Garrison Keillor
A Prairie Home Companion
Douglas Rushkoff
Writer, Professor
New York University
John Nichols
The Nation
Amy Goodman
Democracy Now!
Arianna Huffington David Mathison Marty Kaplan David Mathison Tim Wu David Mathison Robert Greenwald David Mathison
Arianna Huffington
The Huffington Post
Marty Kaplan
Dir, Norman Lear Center
Assoc Dean, USC Annenburg
Tim Wu
Professor, Law
Columbia University
Robert Greenwald
Director, Producer,
and Activist
Catherine Crier David Mathison Tracey Van Slyke David Mathison Steven Ekstract David Mathison FCC Commissioner Jonathan Adelstein David Mathison
Catherine Crier
Former Anchor,
Court TV
Tracey Van Slyke
The Media Consortium
Steven Ekstract
Founder and Publisher,
License Magazine
Jonathan Adelstein
FCC Commissioner Michael Copps David Mathison Tica Lyons David Mathison Rep Lynn Woolsey June Swan Peter Franck Jane Hamsher David Mathison Jeff Cohen David Mathison
Michael Copps
Rep Lynn Woolsey (D-CA)
Tica Lyons
Peter Frank, Esq
Jane Hamsher
Jeff Cohen
Founder, Director
Park Center, Ithaca College
Van Jones David Mathison CODEPINK Medea Benjamin Dana Balicki David Mathison Amit Schejter David Mathison Marcy Wheeler David Mathison
Van Jones
President, Founder
Medea Benjamin
Dana Balicki
Amit Schejter
Professor, Penn State
College of Communications
Marcy Wheeler
Peter Phillips David Mathison Mark Pesce David Mathison Peter B Collins David Mathison Lloyd Dangle David Mathison
Professor Peter Phillips
Founder, Director
Project Censored
Mark Pesce
Honorary Associate
University of Sydney
Peter B Collins
Radio Host
and Producer
Lloyd Dangle
David Mathison Josh Wolf Rev Lennox Yearwood David Rubinson Ben Scott David Mathison Bill Densmore David Mathison
Josh Wolf
Rev Lennox Yearwood
David Rubinson
Ben Scott
Policy Director,
Mark Victor Hansen
Chicken Soup for the Soul
Bill Densmore
Dir, Media Giraffe
UMass, Amherst
Shawn Chang David Mathison Mickey Huff David Mathison    
Shawn Chang
Dep Policy Director
Mickey Huff
Asst Professor
Diablo Valley College

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