slate.com – The word content is creeping into journalism, which scares the hell out of me.

You see it in the job listings. Politico is hiring a reporter who will “deliver the kind of content our subscribers have come to expect.” Time Inc. is recruiting not only for a “digital content enthusiast” to serve as an associate editor at Fortune but also for a breaking news reporter at Time.com who will produce “video, mobile and social content”—both of which, as if to hammer the phenomenon home, are listed on the company’s careers page under a category simply called “content,” which when I last checked listed a whopping 75 positions.