Outing offers advice for news organizations preparing for these advancements. First, newspapers working online should concentrate on the appearance on their content on other media services, looking closely at RSS feeds to be sure they are maximizing content and advertising.

Further, he says that newspapers should not only tolerate their content’s appearance on photo and video sharing services like Flickr and YouTube, but encourage and embrace it. Among amateur photos and videos, professional work will stand out. Journalists should include the URL in the caption field, a watermark logo of their organization, and for videos an introduction saying who produced them.

Finally, Outing says that news organizations should provide widgets, “portable chunks of code that others can insert into their webpages, and have your content show up (fed from your website or database).” Widgets can allow readers to access your content without leaving other websites, and with proper branding and links, bring these readers to your website.

“The game isn't always about luring people to your Web site or convincing them to pick up your newspaper,” Outing says. “The new game is also about getting your content published by countless others - individuals, bloggers, corporations, non-profit groups, other media - and reaching the audience through them.”

Source: Editor & Publisher