According to a recent blog post at Digiday, more content has been created and distributed over the Internet in the last ten years than was produced by traditional media in the past 100 years. Literally billions of pieces of content are being created daily by publishers, bloggers, aggregators, and even by machines! How do publishers decide what content to provide to their readers?

Technology has evolved that allows publishers to generate and optimize content that can then be distributed and measured, providing data that can influence future editorial decisions. Readership data can be used to help publishers deliver the content that is most desired by their audience, building value and driving advertising revenues.

The problem comes when this type of technology becomes a substitute for good old-fashioned editorial know-how. The human instinct for sniffing out a story, deciding whether or not itís fit for consumption, and doing the fact-checking and research that provides a cohesive and balanced narrative canít be replaced by a machine. As the author of the post points out, using technology to enhance the human element in publishing content is a boon to all of us. Trying to replace the human element with technology can lead to massive failure.