Sequart (n.) -- seh-kwart -- the artistic medium of sequential static imagery, whatever its composition, typically combined with text. The term is employed to distinguish the medium itself from particular genres and formats, such as comic books or graphic novels. "Sequart's diversity may be seen from Peanuts to Spider-Man, from product manuals to the Stations of the Cross."
So, basically they mean something close to VL (I mention my problems with the term in this article). Yet, despite their stated goal of reaching beyond genre, they almost solely focus on the mainstream and superhero comics. For instance, their book review of Superheroes and Philosophy really has nothing to do with "sequart," and everything to do with genre.
I couldn't even find much of anything on any of the major graphic novel publishers (Top Shelf, Fantagraphics, etc), while ample space is given to things like superhero continuity, etc. Concerns for webcomics are also conspicuously absent.
It is encouraging to find more intelligently written works of writing on such things on the web, even if they don't live up to their own stated pan-genre intentions.