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James Mathewson on audience, relevance, and search
James Mathewson, Search Strategy and Expertise Lead for IBM, is the co-author of "Audience, Relevance, and Search." In this interview, he talks about the critical elements in creating successful, audience-winning web copy, why it's more important than ever, making new media more searchable, and the relevant skills which are growing in demand. James has served as editor in chief of ibm.com, and was editor-in-chief of ComputerUser magazine and its website.