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Teressa Iezzi's book discusses copywriting in the context of the new media era. Some call the new era a paradigm shift from the outdated process of buying cheap media then decorating it with creatives. Key takeaway: copywriters are not only writers now, they are inventors. Inventors because they they must think holistically as content is published across print and digital now.

Caputo and contender Dunleavy discuss whether or not new media has changed copywriting. Caputo agrees in that the processes has gone from a thoughtful, multi-step process to the simple process of a few keystrokes. Dunleavy argues that the processes has not changed, but the creative writing process remains the same. She says that the biggest difference is instead of talking directly to the audience, we must engage them in conversation. Key takeaway: Copywriting in new media involves a great deal of participation as a contingency.