Andrew Zuckerman seems to have figured out how he wants to use new media to spread the word about these books and films he’s pumping out. He creates a simple custom site: http://www.birdbook.org/; then a vimo channel for the 9 excerpt and behind the scenes videos: http://vimeo.com/channels/bird#5701425; then the publisher (chronicle) has a site with an embeddable preview of the book (here), plus they have facebook and twitter channels. He’s certainly at the forefront of testing all these cool new ways to get the word out. Certainly worth keeping your eye on, plus the pictures are fantastic.
Discovered it on a blog of course, Swissmiss.