One of my favorite mags, BusinessWeek, has hired a stud media columnist. His name is Jon Fine and he’s been slaving away for years over at the low-profile Advertising Age, where he consistently broke news about important trends in the industry. BW, which displaced TIME as the zeitgeist American news mag about 15 years ago, got smart and hired Jon away earlier this month. Now, that he’s got a national column, I expect big, important stories from Jon that will help make sense of the Fluid-as-Never-Before media business. He filed his first column this week. Take notice.