Web editors now have to consider which of the many channels they must publish on. But adopting writing for the web standards ensures that text will port across more easily with minimal reworking.
As we move around our built environment we are increasingly finding our space being invaded by moving LCD displays trying to help us - or sell goods to us. You find them in banks, in office entrance foyers, post offices, on the backs of airline seats, in taxis, on trains, and by the side of London tube escalators.
Where will it end? Any day now I'm convinced I will find one looking at me from the back of public toilet door!
We need to be prepared to be publishing to more than one platform in future.
Some of us are using iPhones, others receiving emails on Blackberries. Doctors and other professionals are increasingly referring to data stored centrally using handheld devices.
The iPod first appeared in 2001, and it took less than three years for this new channel to become mainstream. Now it seems everyone has an MP3 player of one sort or another.
We need to be prepared to be publishing to more than one platform in future. Material we are writing now may one day be screened on a channel that's just the glint in the eye of its inventor.
To ensure these future technologies work well we, as content providers, need to get up to speed with using effective web writing tactics. Then material will more readily port across to future small screen devices.