Brian O´Really screencast Context first: A unified field theory of publishing gives a brilliant account of the ongoing changes in the publishing industry. The author addresses questions concerning the future of traditional media such as magazines or newspapers and also shows how the marketing and the publishing industry are increasingly converging.
The starting point of the screencast is the container model that filters information for readers and ignores unsuitable content. O´Really´s considerations are based on a change of this model, as the central focus must be on context and content and the container, the filtering of information, should only take place in the final step.
Therefore, context and content represent the starting point of information and can be issued, distributed and published, independent of layout, across all types of output channels. With a single text, for example, it is possible to cover the entire range of social media such as Twitter, Facebook or YouTube.
O´Really´s screencast is available here: http://vimeo.com/20179653