1. Introduction

Imagine that you want to publish some information, how do you do it?

One of the very simplest way to do it is to write your prose in a basic text editor, such as Notepad. You just use the default font (Times Roman) and the default font size (10 pt maybe). You don't bother with formatting headings and simply use a line break.

This is how most plain text emails look like, very functional and to the point. And technologies such as Twitter do not allow any other way of doing it.

But publishing is so much richer than this. Indeed, there is a whole industry devoted to selling printed documents! namely newspapers and magazines. You would never see a magazine laid out like this.

Why not? Because it is very very boring and no-one would buy it.

So it is important that you consider your audience when putting together any publication, document or presentation. You have to think of their requirements and you also have to think about the technology used to view your work.