As the publishing business as we know it becomes the content providing business, what we used to call circulation is becoming community.
What does that mean?
It means that as interested individuals come to our content, magazine or online content, they now have the ability to interact with other interested individuals through forums and blogs. Our readers can now add some of the content and this function will grow in the future. Just as Wikipedia and You Tube have become gigantic phenomena because or user-provided content, I expect that such contributions will become common in many different markets or "communities."
Just as we can find and borrow information and content from Wikipedia and You Tube, that same availability will apply to specific information like hardware or appliances or televisions or fluid power. Now that experts from around the world can weigh in with their expertise, the ability to make content-specific sites user-uploaded content exists. It will continue to expand in my opinion.