I think the most interesting part of the article, at least for me, was the comment by the author of the horror novel that was serialized (successfully, at least commercially) in installments on the cell phone.
He made the comment that because he could track his readership by monitoring the hits his site got, he knew when he was making a wrong turn in his story and he could adjust it midway so as to gain back his readership.
I think there are positive and negative aspects to this. The negative, at least in artistic terms, is the prospect of writers turning into mini-political spin doctors sitting in front of their computer screens anxiously awaiting their latest polls to determine what the next spin should be. While no doubt some works of art could be produced this way, I'm sure many more works will be produced that pander to the whims of the audience.
The positive is it can act like an instant workshop, letting the author know if their approach at any particular moment is working with their intended audience. If it isn't, it gives the author time to reformulate their approach before losing their audience.
I just had some experience with this. I post short short stories on my blog and I can track how long a visitor stays and how many pages they visit. When I post a weaker piece, those numbers go down. When the piece is stronger, those numbers go up. In general, the longer the piece is, the more those numbers tend to dip. Attention spans are much quicker for the casual browser on the web.
The last piece I wrote became too long and I had to serialize it... which I hated doing because while it's a good way to keep your active readers coming back for more, it makes it hard to bring new readers into the middle of the story (look at the problems "24" has getting new viewers, and the strong fan base it has developed... it's because of this problem with serialized pieces).
The first two parts were very short, so my readership stayed the same.
The third part was twice as long, and I originally posted it on the top of the page to make it easy for my active readers to find. However, the first day it was up, my page hits stayed level, but the time spent on the page went down... so I moved it to the bottom of the page, below parts one and two... making it harder to find for my active readers, but easier for new readers to just start reading at part one (instead of starting at the begining of part 3).
As soon as I did this, the time readers were spending on my page went back up again.
I could easily see an author begining to change his style in order to keep his readers... like avoiding the more dramatic, socially conscious pieces that challenge the reader, in favor of a breezier style that people are more willing to read.
So in that the new mediums of communication have changed the way an author interacts with his audience, they may very well change the way authors interact with their own work.
I hope this will be more positive than negative.