The weblog has evolved to the point where, today, it’s possibly the most effective way of transmitting material that any of us could have imagined. Look at Tumblr. It’s the easiest thing in the world for writers to use — and also artists, photographers, videographers, spoken-word artists, musicians and a dozen other things. Imagine a jewellery maker, a laptop musician, a performance artist, a cartoonist and a short-story writer getting together on a single Tumblr to make themselves an internet channel. The tools are all there, baked right into the site for free. Not groupblogging so much as groupcasting

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