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(Publish) — For Web designers, so-called “rich media” has long been an irresistible temptation. Plain text and HTML seems so bland to the black-clad art-school crowd-wouldn’t it be better to juice up the home page with a few animated GIF files and maybe an interactive game built in Macromedia Flash?

It’s been a tough year for many high-profile startups-but one with valuable lessons about how to produce and use online content. Among the recent spate of dotcom layoffs and company failures, big content-focused sites have taken some of the worst beatings. Webcaster Pseudo Networks shut down in Sept