{An Emacs-based writing workflow inspired by \TeX\ and \acro{WEB}, targeting the Web} {Christian Gagn\'e} {When using Emacs, there are at least four different things called `macros'\Dash and I will talk about all four. There are the Emacs Lisp macros in which Emacs is written, there are keyboard macros recorded in a different command language which is not Lisp, there are Org-mode lexical macros and finally there are the \TeX\ macros that one writes and uses in the \acro{AUC}-\TeX\ mode. My presentation will focus on Org-mode macros, because they are of special interest to \TeX\ users who wish to take advantage of their skills when the publication target is the Web. These lexical macros turn out to be a decisive advantage of Org over other common lightweight markup notations such as Markdown, because they bring some of the power of writing in \code{WEB} to the Web. First, I wish to present the practical method I have developed with my literary colleagues for the integration of the Markdown and \XML\ which they produce with the \LaTeX{}, Org and \HTML5 which I produce after them. Then, I would like to talk about my notational pipe dream: a minimalistic substitution syntax, \hbox{\emph{enclosure}~:=~\emph{emphasis}}, inspired by the substitution rules of equational logics, which would be processed by Elisp code, along with a general, human-writable style language that would be translated to both \TeX\ typographic commands and \CSS. }