The new tools are pretty exciting. Podcasting, blogs, vcasting, and so on. And they aren't too hard to create for someone who is dedicated. But, are they easy to consume? For anyone reading this blog, it's obvious that the new tools work. But, even the people who are just blog-aware are a tiny fraction of the communication universe. There are still plenty of non-tech-savvy members of the audience. Even when you cut down the audience to people involved in technology, marketing, and the Web, only a small fraction of these people actually regularly consume the new communication tools. It's sort of like online commerce. To us, it seems like a really big deal, but it's still only 2% of the overall retail economy. So, be careful about assuming that your new communication tools are reaching everyone.