I’ve been known to complain about the way we writers, as a profession, have devalued our work (or have allowed others to devalue of our work) by the nouns we use – ‘content’ and ‘copy’ are pretty dreary, aren’t they?

From 2004 onwards, I’m going to apply the analogy of the specialist wine trade. Some people will pay enormous amounts for the best content – they value it, not the bottle

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