The authors then list a number of theses that deal with the approach that they believe organizations will need to adopt if they are to successfully enter the new marketplace (thesis 26) as it is claimed that those within the new marketplace will no longer respond to the previously issued mass-media communications as such communication is not ‘authentic’ (thesis 33.)
Forfatterne giver derefter en række teser om den tilgang som de mener at organisationer skal bruge for med heldat komme ind på den nye markedsplads (tese 26), idet det hævdes, at man inden for den nye markedsplads ikke længere vil reagere på tidligere tiders massekommunikation, da sådan kommunikation ikke er 'autentisk' (tese 33.)