With so much talk about blogs, podcasts and other new outlets for our messages as communicators, there's one vehicle worth mentioning that's far from new but is still as powerful as ever: books.

I'm not talking about sensational page-turners like the Da Vinci Code or about the next Freakonomics. I'm simply referring to well-written, well-researched statements of a fresh idea or message backed up with plenty of relevant anecdotes, case studes and data. Neatly bound into a book, this content is easy to present and easy for an audience to remember.

While shorter written pieces like op-eds and bylined articles give traction to ideas and messages, books have more bang since they offer four major advantages:

• First, they have a shelf life that is potentially indefinite. Once a book is published, people can still read and talk about it 5, 10 or even 30 years down the line.
• Second, books have clout -- a whole lot more than almost any A-list op-ed or quote.
• Third, books' ideas belong to the author. They're not cited in the context of another writer's train of thought, and don't compete for space on a page crowded with news stories and ads.
• Finally, books make a great calling card. What better way is there to show who you are and what you know than to hand clients, prospects and friends a copy of your book?

So it's not surprising that more and more business leaders and communicators are following in the footsteps of Jack Welch, Bill Gates and Lee Iacocca and penning books of their own.

And with a book out on shelves, the sky's the limit as to all the tools, old and new, an author can use to spread the word about it: speaking tours, book signings, web sites, blogs, podcasts and more...

Not to mention that since a book can be reviewed by the press, it may just wind up generating a few A-list hits of its own.