Aggregators Pointing to Aggregators: Is Real Content Dead?

The last few years have seen a tremendous rise in aggregators, sites that link to top news and entertainment stories located on other sites. Numerous cries can be heard that true journalism and thoughtful commentary are dead because sites are linking to anything they can find, from blogs to wikis to amateur movies. Does this signal the end of content creation as we know it? Will we end up in a world where links only lead to more links, endlessly in circles, till the end of time?

In the video above Guy Kawasaki talks about his recent aggregation venture, AllTop, with Drue Kataoka of Valley Zen. He is experiencing great success automatically gathering and posting news based on topics such as celebrities, science and politics.

Of course, one of the grand-daddies of this approach is Thomas Marban and his outrageously popular PopURLs site. One page. A bazillion links.

The examples of this phenomenon are extremely numerous: Google News, Topix, Newser, TechMeme, Digg, BuzzFeed, or any of the hundreds of other aggregators.

AdAge has a great recent article about these subjects called It's Web 3.0, and Someone Else's Content Is King (Without Original Reporting, How Long Can the Aggregation Party Last?) They cover the doom and gloom side of the story well, but also point to the encouraging opportunities for aggregator sites and content creators. They also pull some great tidbits from The Pew Center's annual report on American journalism, The State of the News Media 2008. Both definitely worth the read.

I actually think all this is great news for modern digital content creators. As traditional publishing moves toward the digital platform, the market fragments. This separates the creators from the designers from the marketers from the distributors. Content developers are now on their own and this makes the content more valuable. When the giant content factories begin to focus on promotion and delivery, the individual writers and creators can shine. And they can charge top dollar for their product, whose value increases.