ReadWriteWeb looks at the increasing popularity of Breaking News Online, a news aggregator that’s harnessing the power of Twitter and other Web platforms (and it just happens to be run by a 19-year-old). Within the piece, ReadWriteWeb hits on the central issue of aggregators: can they use original content created by other outlets to turn popularity into profit?
All of this is fascinating, but isn’t BNO still just an aggregator? In traditional media outlets “aggregator” is a dirty word (unless they are the ones doing the aggregation). In fact, Breaking News Online does very little original reporting. The company is going to monetize its research flow, editorial judgment, distribution channels…and links to other peoples’ content. If BNO is successful, there is a real risk of original content publishers objecting to the fact that someone else has found a way to make money off of (links sending traffic to) their content.
This aggregator antagonism needs to end. Like it or not, content creators ultimately benefit from the increased exposure and traffic aggregators supply. Creators are generally lousy at Web distribution because they can’t shake the allure of lock in (you need to read my content on my site), but aggregators — unencumbered by oldthink — know the value of broad and diffuse distribution. Compare Breaking News Online’s Twitter presence with that of most mainstream outlets and you can see the stark difference: BNO understands you have to serve the audience through the platforms where it’s already congregating. Repurposing RSS feeds as tweets isn’t enough.
What kills me about all this content creator chest pounding is that these organizations are missing the central point: As long as aggregators point traffic back to source sites, both sides benefit in this relationship.