Newspapers Should Embrace Online Aggregators
Amen.
The problem that newspapers and other traditional media brands have is that they still see branding as a function of controlling the distribution channel, rather than branding each unit of content that must now live and survive on its own in a disaggregated online media ecosystem.
But the real missed opportunity for newspapers is in optimizing their content to convert user who find their way to newspaper content via search and other aggregators into subscribers and direct users of the brand. The New York Times, having learned from search master About.com, is using this approach with its Times Topics pages, which rank high in Google for generic terms and draw users in to the universe of NYT content.
Source: Publishing 2.0