With all apologies to Jeff Jarvis of Buzzmachine, I have stolen that headline --- or that line --- he used some time ago at a conference I attended. I'm not sure if he coined it, but if someone had it trademarked in recent times, they might be in for a killing in the years ahead.
In reading AdAge, it's apparent that the big guys are going to start linking to the others and aggregating content to be the best utility for their audiences. This has started to happen in the New York Times' blogs, but it'll now be a feature of the home page material in the fall. The page itself, says Jonathan Landman, will be more of a blog patch.
The notion of linking out to others' news is coming into its own. The sentiment is that the competitive terrain in future will have a little less to do with who reported what than with who can gather what. In other words, do what you do best, link to the rest.
This is more than a little frightening for organizations that invest in work that then is linked by aggregators, but if everyone starts, no one will be able to stop it.