Seeing my name in the Census of Technical Communicators survey as a possible source for professional development made me think about the impact of blogs as a learning resource. Advertising encourages bloggers to create rapid-fire, lightweight content in order to increase page views and other attention on the advertised product or service. The proliferation of blog content turns the wheels of social media, creating micro-bursts of attention for companies. The negative impact, however, is that more traditional forms of learning, such as scholarly journal articles and books, take a hit. The web's architecture and monetization model around content is optimized...