In the beginning, format was king. The mere fact that we were reading something on the web made it important. It had somehow come to occupy this new medium, which in itself was novel and beautiful and confusing. Whoever put it there had to be smart, and therefore the content as well.
Then, at some point, maybe the early 2000’s, content became king. Your format is getting in the way of our content, we’d say. Enough of the tables, the flash, the jpeg-rendered text. Let us read <pre> formatted courier and be fulfilled.
Then context became king; it was more important where, when, and how readers got the content than what the content actually was. Can I read it on my iWatch? Because that’s how I read stuff nowadays. Is it RTL compatible? Pft, how dare we ignore half the world (if not more)’s readership.
Contrast is next. It’s all we have left. Is it different than what I’ve seen before? Does it stand out? In my daily sea-of-noise, what clambers to the surface, bobbing aggressively for attention like some snagged snapper float? That’s what I’ll read.