Right now, there are leaders and celebrities being established online. National, regional, and local, of which very few are part of an established news organization. Online they are called the technorati and it is their voices that rise to the top of the chatter online.
There is Gawker for the NY society, Gizmodo for techno gadgets, Instapundit for conservative news, Slashdot's commander taco for geek news, Drudge for yellow journalism, etc.
Many of these sites boast traffic that meets or exceeds many local news sites without the large staffing commitments. Each of these sources do their jobs slightly different ways, but common among them is a strong voice and a writing style that resembles a conversation with their readers.
News sites should consider bubbling up their more established voices and giving them full reign to converse with the public through the site.
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