Michael Williams, the Kansas State scholar, provides more empirical evidence supporting the notion of linking out from sites and blogs. While a number of other commentators have taken a largely philosophical, intuitive approach --- that aggregating and linking out is better than making others find the content --- Williams looks at recent research on consumption and identifies the qualities that encourage organizations to link out.
"By helping readers find worthwhile, credible information we support our own position as an important part of their news and opinion consumption habit. The loss of a few page views on a day to day basis will be more than made up for with long term loyalty, frequent visits and longer stays as your readers come back to see what else you have found for them to use as they form their own opinions."
He advocates becoming a resource, not just a source.
