This introduction presents an overview of key concepts covered in the subsequent chapters of the book. The book discusses an effective blog post is an audience. Blogging has its similarities to traditional journalism. It makes a difference in a little more voice and a lot more of a level playing field with readers. In some ways, it has filled the void of everyman journalism, as mainstream publications become more expensive and more written for and by elites. In contrast, the blogosphere is meant for the writer and reader to converse in ways traditional journalism never achieved however, at the same time for that writer to bring something new a perspective, facts, expertise to the discussion. One of this book's authors, Mark Leccese, wrote this post, which is about the first 48 hours of media coverage of the one of the biggest news stories of 2010 the BP offshore rig oil spill disaster in the Gulf of Mexico.