Some recent research by Gerry McGovern of 800 Web site managers worldwide paints an ugly picture of content that is mismanaged, poorly updated and lacking good structure and processes. Now that people have been knee-deep in the technology of the Internet for some time, they are increasingly aware that technology is not delivering instant knowledge of how to be a publisher. Hence the value of enterprise portals: leave the creation of valuable context for content to those parts of an organization that are best suited to manage that context and its audiences. This is one of the prime enablers for making today's institutions the leading publishers of our time: with the same technical powers as traditional publishers, and enabled with a wealth of content unique to their organizations and relationships, these institutions are well situated to provide new levels of content value for some time to come.