Content

In all forms of communication, content is the most important element. It is what you say, what you write, or what you broadcast that matters the most. It is even more important that how you say it.

This is not to discount the importance of non-verbal communication in face-to-face communication because that is a very influential element of communication also. But the content of the message is still the essence of communication.

We surround ourselves with very large-screen plasma or LED televisions with surround sound. We go to theaters with state-of-the art audio video presentation. We read books and magazines on electronic devices.

Still, the most important aspect of communication is the content. I would rather watch a very interesting tv show on a 19-inch color tv, than a mediocre or bad show in a home theater.

Just like in the publishing business, content is the key element in all communication.