John Battelle thinks we actually figured out online publishing a decade ago – and then we screwed it up. How? We handed power to the social networks:

Again, for emphasis: despite all the whizzy bang-y social media we’ve invented these past ten years, I HAVE NOT ONE CLUE WHO IS READING ME ON A REGULAR BASIS, NOR DO I KNOW WHO TO THANK FOR SENDING THEM TO ME.

And in the pre-social media, blogs and websites days, we did. Why does this matter?

This is the single most immutable rule of media, folks. PUBLISHING IS COMMUNITY. And if you don’t know who your community is, you’re screwed.