I’m not really concerned about the long form. People who like it will write it, publish it and find it. Bookninja will be part of that. What I’m concerned about is that major mainstream institutions (read: big papers, magazines, etc.) that are trying desperately to develop online followings haven’t figured out that the audience online doesn’t read the same way as the audience for print does. So you get these magazines and newspapers writing longish articles for blog posts, and people don’t get past the first paragraph. No wonder. If they wanted to read the paper, they’d go to the paper, online or in print. If you want an audience to read you daily for your blog, you have to write for a blog-reading audience. Seems like a no-brainer, but I’ve even tried to hand-hold some big markets through doing it and they just can’t seem to get away from writing journalism. Guess what? This isn’t journalism.