Lyons likes the idea put forward by billionaire Ayn Rand fan Mark Cuban:

Cuban's advice: declare war on the "aggregator" Web sites that get a free ride on content. These aggregators--sites like Drudge Report, Newser and countless others--don't create much original material. They mostly just synopsize stuff from mainstream newspapers and magazines, and provide a link to the original....

He says the media companies should kill off these parasites by using a little piece of software that blocks incoming links from aggregators. If the aggregators can't link to other people's stories, they die. With a few lines of code, the old-media guys could snuff them out.

Great idea--except that aggregator sites don't actually have to link to the original articles--they could just synopsize the news they find and leave searching for the original article as an exercise for the reader.  As Cuban himself notes, "very few readers actually click through to the original story," so they can't be the main attraction of the aggregators. Apparently, people go to them because they are a quick way to learn the news of the day--and they're going to keep being that, unless you make it a crime to tell people what the news is. I don't think we want to do that.

The links are mainly there as a courtesy to the content-producer, and they ought to appreciate that courtesy, because more important than the traffic that such links generate directly (though this can be quite attractive, as evidenced by outlets' relentless pursuit of Drudge links) is the fact that they boost your search-engine visibility, particularly on Google. If you stopped people from linking to you, you'd be basically invisible online. And this would be good for corporate media how?

Rather than coming up with a scheme for how to get back at Google, Huffington Post or whomever, corporate media would be better off thinking about why people use aggregator sites. When people are looking for a roundup of all the news in the world, why don't they turn to a newspaper?  And when they do click on your sites, why doesn't that make you more money? Corporate media is, after all, the business of selling audiences to advertisers--if they can't do that as well as Google does, then they just aren't very good at their jobs.

As "blog posts inspire newspaper articles, newspapers lift from other newspapers, and radio stations do the rip-and-read," Seward writes that "when a blogger uncovered a major zoning violation in her Brooklyn neighborhood last month, it was only natural that the New York Post would pick up the story":

But credit the blogger? That would be a violation of policy.

The Post prohibits crediting blogs and other competitors for scoops, according to the reporter, Alex Ginsberg, who noted the zoning violation two weeks after it was reported by the blogger, who calls herself Miss Heather. "Post policy prevented me from crediting you in print," Ginsberg wrote in a gracious comment on the blog. "Allow me to do so now. You did a fantastic reporting job. All I had to do was follow your steps (and make a few extra phone calls)."

The policy may have more to do with the Post's rival, the Daily News, than with blogs, but it appears to apply across the board. In an email to Miss Heather, Ginsberg wrote, "The rule is this: If every detail, fact and quote can be independently verified, then we don’t have to credit anyone."

Seward finds it "hard, of course, to defend this rule on journalistic grounds," particularly when "News Corp., which publishes the Post, has described the way Google handles its content as parasitic. How would the company describe relying on someone else's work without credit?"

Read FAIR's magazine Extra!: "Did Google Kill the Newspaper Star?" by Peter Hart (7/09).

One of Osnos' key examples of the unfairness of Google involves Sports Illustrated's website, SI.com, and a story it ran (2/7/09) on pitcher Alex Rodriguez testing positive for steroids. Osnos relates SI.com's grievance: Though it broke the story, other websites got as much or more traffic from it:

Most galling was that the Huffington Post's use of an Associated Press version of SI's report was initially tops on Google, which meant that it, and not SI.com, tended to be the place readers clicking through to get the gist of the breaking scandal would land.

From a journalist's perspective, this is patently unfair: SI.com got the scoop, and ought to get the reward. But is that the right perspective to look at what Google does?  Journalists are not, after all, in the business of creating information; they're in the business of conveying information.  Sports Illustrated's reporters did not create Rodriguez's failing steroid test results; Major League Baseball did that. People with access to the test information passed it on to SI, and SI put it up on the Web.

But that's not where the process of information transmission stops. People can't check every website that might break a news story of interest to them every day, so they rely on news gathering institutions to bring information together for them--that's what newspapers do, that's what AP does, and, yes, that's what Huffington Post does too.

Osnos attributes the Google results to the fact that "Huffington is effective at implementing search optimization techniques, which means that its manipulation of keywords, search terms, and the dynamics of Web protocol give it an advantage over others scrambling to be the place readers are sent by search engines." And it may well be that the folks at HuffPo are better at that stuff than SI is--though you'd think with the $84 billion entity of Time Warner behind them, the sports mag could afford to figure it out.

More important for HuffPo's search results, however, is the fact that people who use the Web have gotten used to looking for breaking news there, and so when they link to a story they find interesting they link to it there. Google's methodology, looking for links as a surrogate for how people use the Web, finds more of them going to Huffington Post than to SI.com--and that's why HuffPo came out on top.

Osnos says that "human help" needs to be incorporated into Google's algorithm--given that the search engine last year announced that it had indexed more than 1 trillion urls, this suggestion would seem to be rather impractical. But it's not clear that the human-free algorithm is making the wrong choice by directing Web surfers to the sites people most often go to when looking for information.

So how much traffic does a large news aggregator like Huffington Post bring? I’ve been linked several times within Huffington Post, but typically on its users blogs, which only send a few hundred readers at most. But on early Friday I was fortunate enough to be featured prominently on Huffington Post’s front page with a banner headline linking to one of my articles.

How much traffic did this link bring? Lots. For the first three hours I received approximately 4,000 unique visitors an hour to just that one article. Traffic for the rest of the day remained strong, not once dipping below 2,000 uniques an hour as the link began traveling down the front page. By midnight that night, Huffington Post had sent approximately 30,000 unique visitors to that one article.

But though the first day’s worth of traffic was the heaviest, the Huffington Post continued to send me strong traffic for two more days as the link moved down on its main page but remained prominent on its highly-trafficked Politics page.

"All together," Owens tells us, he "received a grand total of 37,739 unique visitors from a prominent link on the Huffington Post over a three day period," while days later "still seeing relatively strong traffic from there"--which all sounds like decidedly good news for linked-to big media outlets, doesn't it?