Thinking about a container first and context somewhere further done the line, says Magellan Media's founder Brian O'Leary, is no longer a good idea.  Instead, how information is accessed, what that information links to, and the type of people that access the information plays a large role in what information becomes published, and what form it becomes published in.

Publishing formats of books, newspapers, and magazines are established mediums, but the Internet and ebooks have complicated the world of publishing beyond tailoring text to an audience.  With the Internet, social media has transformed the way people categorize and look for information to a large extent, with things like tags and links allowing information to be easily sorted and accessed from multiple locations.

Content, O'Leary stresses, is changing alongside context, and in some cases is becoming context itself. Readers' ability to pinpoint specific information they wish to access by quickly filing through content in other sources and websites is beginning to transform content from a goal to a medium.  As websites and databases improve filing systems and make content easier to find and connect, publishers have a complicated future ahead in keeping up with what the Internet, and Internet users, have already begun to demand.