New Media Books that I recommend:

New Rules The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video,
and Viral Marketing to Reach Buyers Directly, 2nd Edition
by David Meerman Scott 2010
Socialonomics Socialnomics: How Social Media Transforms the Way We Live and Do Business by Erik Qualman 2009
PR 2.0 PR 2.0: New Media, New Tools, New Audiences by Deirdre Breakenridge 2008
convergence culture Convergence Culture: Where Old and New Media Collide by Henry Jenkins 2008
Digi Marketing DigiMarketing: The Essential Guide to New Media and Digital Marketing by Kent Wertime and Ian Fenwick 2008