While the Web gives us the opportunity to write as many words as we need to communicate our subject thoroughly, it should also encourage us to make us of hyperlinks to keep expository writing within a single piece to an absolute minimum.
Therefore: If I were writing for a general-interest magazine and needed to reference the concept of The People Formerly Known As The Audience, I would assume that many of my readers would be unfamiliar with the idea and write at least a clause introducing it to them. If I were writing for the Web, I would skip that exposition and instead link either to the original post or to a summary of that idea (which should itself include a link to the original post).
The irony? Writing shorter on the Web requires the use of more words and multiple documents.