Content Aggregation: Boon or Bane for Publishers?
On the content-creation front, Robson cites crowdsourcing to lower costs and "potentially make the content more relevant to the audience," as the Huffington Post does by "bartering the [exposure] they give their contributors [in exchange for] that content. They are not paying for it on a cash basis."
The message seems to be that in a multiplatform, social media-driven, SEO-optimized landscape, publishers need tools for building out a portfolio of content that is fresh, engaging and comprehensive. If unique, in-house content is, for many, still the foundation, materials gained through other channels can ensure audiences continue to beat a path to your door. PE