Ethical ways. I subscribe to an Apple rumor site (other than Slashdot!) I can't speak for them all--a huge selection exists--but haven't observed spin in favor of any product or company other than Apple (who doesn't pay them, and has almost certainly sent them a Cease And Desist or two over the years). If the site's subscribers did notice a strong spin on stories or non-advertising plugs for non-Apple products, I suspect we'd leave. As I said, there's a huge selection--no sense in wasting time when an ad-free version is available elsewhere.
Undeniably, it takes a certain amount of time and dedication to dig through all these patents and things hunting for nuggetty rumors and news. There are much easier ways to make a couple of hundred bucks unethically.
The site I subscribe to did post a link to Engadget's iPhone delay story, but did so with the warning that it seemed suspect, and updated to confirm its falsity as soon as that news broke.