But these news outfits all want to be that market maker. Like TFA says, its all about building brand image as the trusted source. Right now, people trust Google, not the media outlets. There are two problems (from the POV of 'old media') with this situation:
- Brand loyalty is worth a premium over the commodity value of the product. People are willing to pay a bit more to buy the brand name cereal than the generic stuff.
- That brand loyalty and trust can be sold to interest groups. Its why well known actors and personalities make adverts for products. Old Media used to deliver eyeballs. They could sell a block of consumers and the trust those consumers placed in the new anchor was transferred to the advertisements.
Google undermines loyalty. People can bounce around between any site for their news. And the trust that people used to put in their chosen source is now given to Google.