The Web is your Web site; search is your navigation

The implications of this are:

  1. Every piece of content should function as an independent business that can be embedded in whatever Web site wishes to host it;
  2. Advertising needs to integrate with every piece of content and go wherever it goes;
  3. Journalism organizations should think of themselves as wire services providing content for any interested Web site; let people who intimately know their audience aggregate and present the content (after finding it with search);
  4. Geographic areas are losing a means by which to form a common identity;
  5. Human connections are being driven by shared interests, not proximity, but relationships without a physical component lack accountability;
  6. A journalism organization’s value will be measured by, for example, “content views” or “time spent on content” instead of page views or time spent on page.

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