The First Media War?

Really good read over at Winds of Change relating to how we are in the First Media War (and have been for the past 20 years, and will be for the next 50+). It's interesting especially to note the author's background; previously he was "developing statistical interviewing and measurement technology to answer the question of "how do we quantify all sorts of qualitative information about the way our company operates" for the civilian sector." He didn't really think about the military applications until he read about 4GW and COIN, but I have to say his quantification of breaking the mediawar down into "messages," "sales," and "options" is right on.