Reverse engineer. Blogger.

This one is an instant gem, folks. Matt Gemmell writes about how the medium through which we devour content has changed from print to web and how publishers seem fixated on ways to push the medium rather than focusing on what is truly most important – the content.

We’ve become lost whilst trying to work out how to add value to this new medium, and we’ve forgotten to ask where the value actually was originally. The publishing industry seems to regard that question as a great mystery, to be unraveled only by trial and error (and at great expense), but the answer is deceptively simple: just like before, we want the medium to be invisible. Get it out of our way, and spend your time and money on the content.

Boy is he right. If you read one post today, read his.