NEWS RELEASE

(Boston, MA -- Monday, April 16, 2007) -- Two Massachusetts Institute of Technology (MIT) researchers will put their trend-sniffing skills to the test in the coming weeks as they invite the public to join them online for a live daily "coolhunt."

Peter Gloor and Scott Cooper, both affiliated with MIT's Sloan School of Management, are co-authors of Coolhunting: Chasing Down the Next Big Thing. Their publisher, AMACOM -- a division of the American Management Association -- is hoping an innovative marketing campaign will help tap the powerful social networks the authors describe in the book.

Gloor and Cooper are considered expert trendspotters. Coolhunting shares their research into the ways new ideas are discovered, tested, adopted, and spread. The authors have arrived at a set of principles that are forcing companies to reconsider how they invent products and reinvent themselves.

AMACOM has joined with online book publicity firm Patron Saint Productions to produce a live, daily "coolhunt" from April 16 - May 11. Each day at 2:00 p.m. ET in the USA, authors Gloor or Cooper will meet a moderator at the Swarm Creativity Blog . They'll launch a "coolhunt," surfing the web while describing the chase through through an audio connection to FreeConferenceCall.com. The results of each day's coolhunt are posted to the blog, where public input helps steer the coolhunters on their next expedition.

Would you like to join the coolhunt? You'll need a simultaneous phone + Internet connection. To access the audio feed, dial (712) 451-6100 and input Access Code: 596632#. These numbers are subject to change, so please check the blog for the latest access code. This is a free program but each caller is responsible for their own long distance phone charges.

If you experience any difficulties with the program, please post your feedback to the blog. We are trying something new, and we need your feedback to see how well it's working. Thank you!