Which Marketing Discipline Will Own Consumer-Generated Media?

This is an interesting read from a blog called Online Spin, authored by Max Kalehoff:

Blogs, boards, buzz and, well, more buzz! Since my job is at the center of measuring all this stuff, I get to hear how a lot of marketers and agencies are aligning around this emerging area we call consumer-generated media (CGM). And that begs the question: Who will own this space? more...