It’s a lovely time to be in or around media. Fewer and fewer of the old tropes apply. Metrics are out the window. Audiences fragment. Long tails emerge. Things are so uncertain that even that most bloated of sacred media bromides appears to be in the crosshairs: namely, that old saw about “content is king.” Don’t get me wrong, content is vital, but the unrelenting fragmentation of the mediascape has brought the importance of context to the fore. Many of us are still in denial.