  Semantic publishing offers the promise of computable papers, enriched
visualisation and a realisation of the linked data ideal. In reality, however,
the publication process contrives to prevent richer semantics while culminating
in a `lumpen' PDF. In this paper, we discuss a web-first approach to
publication, and describe a three-tiered approach which integrates with the
existing authoring tooling. Critically, although it adds limited semantics, it
does provide value to all the participants in the process: the author, the
reader and the machine.
