The established media is not participating in the bonanza of online audience-building tools to the extent that everyone that has only a vague idea of brand loyalty would expect. There are many theories about why this is; newspapers live in the false supposition that they are selfsustained news entities, most people say. The physical papers themselves don’t come with clickable links. It’s why the rise of ‘links journalism’ is something that’s only becoming a firm trend now. If it had been on every newspaper’s agenda ten years ago we’d witness a different press now, likely.
You can single out many more reasons why newspapers are behind on online media. Truth of the matter is that it’s not often that you see newspaper content syndication deals that are any good. Google’s news distribution on Facebook will no doubt set a trend, but hey it’s taken too long for such an obvious development to materialize. Embeddable content is rising the pan out but where are the newspapers?
It can’t be the lack of programming skills. Tools are very simple. Look at the box below. It was created by Anil Dash who writes Dashes.com, a blog about making culture. Dash is a self professed obsessant over embedded objects that find their way into other blogs’ content by copying and pasting. He created the box by providing a YouTube like code snippet. Read his post - be impressed with the high visibility of the comments and see if you ought to tell your boss about this!