When Web 1.0 first came on the scene 10 years ago, print media published web sites that basically contained online versions of their print publications. Readers were expected to go on the web sites and read a static, electronic version of a newspaper or magazine. This approach and attitude is changing dramatically, as traditional media sites are becoming more interactive and aggressively seeking to develop active online readers. Bloggers are getting funded to produce new micropublishing ventures, and other sites like Digg and YouTube are creating new ways for stories and media to be discovered.