Smart people in media talk about what they read.

MIT Tech Review's Jason Pontin:

http://www.theatlanticwire.com/technology/2013/01/jason-pontin-what-i-read/61017/

What really strikes me is how similar everyone's reading habits are.

They're voracious, almost addicted; they use a combination of websites and offline sources.

What's odd about it is that they still have brand identification for what they read.  It's the content, stupid, not the brand that supplies it.  The idea that content is still bundled into familiar brands and users have loyalty to that brand is such an old media quaintness. 

You don't think the brand is defined by its content?

Well said, Geege. I do think a brand is defined by its content.