Please expect in your email inbox later this afternoon something immensely useful to your mobile efforts: Mobile Marketer's Classic Guide to Mobile Advertising.

This compendium of advice, best-practice tips, case studies, research and trends is designed to help advertisers, media buyers and planners, agency executives, publishers, service providers, teleservices pros and carrier network specialists.

Authored by industry experts, the guide's goal is to educate and inform those new to the field and update veterans.

The mobile marketing industry has no shortage of educational conferences. Nor is it shy on research. In fact, there is way too much research whose data -- how should we put it? -- seems way too pat.

Nor is this market lacking in equal doses of breathless or skeptical media coverage.

What it needs -- besides more capital investment and derring-do from marketers and ad agencies -- is a reality check. This Classic Guide to Mobile Advertising was designed to address that issue.

In the guide you will find more than 30 articles from industry experts who set the tone for mobile advertising and marketing nationwide. We thank them for their time and insights.

A work of gravitas, the guide tackles several aspects of conceiving, creating, deploying and analyzing a mobile ad campaign alone or -- preferably -- in conjunction with other channels.

Mobile advertising combines the best of brand marketing and direct marketing: name awareness and lead generation.

But given mobile's extremely personal nature, and the privacy concerns of consumers and lobbyists, marketers have to be even more respectful in their outbound and inbound marketing efforts.

Marketers, agencies and publishers don't want mobile advertising lumped with rogue online display ads, unsolicited email, cloying commercials or unwanted calls.

That's where Mobile Marketer's Classic Guide to Mobile Advertising comes into play. It offers a best-practice roadmap for marketers and agencies to create campaigns they are proud to send out and with which consumers are happy to engage.

This guide is an ideal companion to the rules and guidelines set by industry associations such as the Mobile Marketing Association, Direct Marketing Association and the Interactive Advertising Bureau.

Read the guide, pass it along and contact the companies mentioned within.

So do look out for the guide in your email inbox later this afternoon. Let us know what you think of it. We could go on and on about this labor of love, but as tennis star John McEnroe said, "I'll let the racquet do the talking."