Yeah, they get it

By Steve Outing

I really like this e-mail I just received from NYTimes.com:

 

One of the mega-trends when it comes to news consumption is, of course, that consumers no longer rely on a single brand — or even just a few. Great, credible news sources from around the world are available freely with a few clicks. There are lots and lots of great blogs and alternative news and information sources. The modern news consumer samples many of them on a regular basis.

The news website that treats itself as an island, featuring only its own content and not linking out to the rest of the information world, is bucking that trend. MyTimes acknowledges the inevitable change in news consumption behavior and figures out how to serve it. That’s simply smart.

Which would you rather use: An automated or mostly automated news aggregator like Google News or Yahoo! News or Topix.net? Or a service that does pretty much the same thing but is tied to your favorite news brand? If I have great respect for the brand (and I certainly do for NYT), then I well might choose the latter.

Author: Steve Outing Steve Outing is a Boulder, Colorado-based media futurist, digital-news innovator, consultant, journalist, and educator. ... Need assistance with media-company future strategy? Get in touch with Steve!