The Economist is courting blogs to drive up online viewing statistics. The journalism.co.uk site discloses how blogs and aggregation sites now are the main source for links to newspaper sites.
"What we've found to be very successful for getting views is to actually engage with bloggers," said Mike Seery.
"In the US we identified the 100 most important political bloggers and we effectively give them content before it's published in print, so that it builds a buzz around the thing before it's there.
"It takes work and it's not the exclusives you might get in a national daily here [in the UK], but it's the sort of thing that create a big buzz and brings lots of traffic the next day," he added.
Brave new world.