Bernie says, #2 Everett Roger's book "Diffusion of Innovations" is highly recommended. I haven't read the fifth edition so I cannot speak to it, but the fourth is really great. Ulla answers: The 5th edition is virtually identical to the 4th. It's a few pages longer, a couple of smallish things have been added, and a few of the case studies have been changed (and not all of them for the better...just more up to date topics like Sept 11, but sometimes the point doesn't come across as well as with the old ones). So, it's still a good book, but not necessarily worth buying the new edition. That's my personal opinion. Ulla ---------------------------------------------------- Ulla Bunz Assistant Professor Department of Communication Rutgers University 4 Huntington Street New Brunswick, NJ 08901 Email: bunz@scils.rutgers.edu ----------------------------------------------------