From The Outlook:

“Traditional Media on the Bandwagon What does this mean for the big media companies? Any new information source is considered a competitor, and old media is increasingly in cahoots with bloggers to share readership and ad revenues. Newspapers, for example, have recently looked to the blogosphere for a larger audience. In early August, 2007, The New York Times joined with the authors of the Freakonomics blog, which comments on economic thinking in everyday situations, and moved it under the Times brand’s online and editorial umbrellas. The blog’s co-author, Stephen Dubner, saw the partnership as an opportunity to work with a renowned newspaper and garner”the readership and support that comes along with it.” (Read More)