Gillmor went on to point out that this is a tenable position for a competitive news website because, he argues: “If you send people away they come back to you because if you are sending them away to the good stuff they will trust you even more.”

The problem is that there is so much information available on the Internet, some good some bad. In addition, news companies simply cannot be experts on every topic and have all the information.  The solution to these problems is for news companies to point readers to the right resources, the resources that offer accurate information. News companies must sort out reputable sources and link to them.

It is news companies’ reputation that will continue to be their absolute advantage, the advantage that will grow in importance. People will return to these news sites because they know that, because of their reputation, these sites can be trusted to give them complete, accurate information and will not hesitate to send users to helpful sources.

Source: Journalism.co.uk