Doc Searls has some advice for online newspaper websites like the The New York Times.:
1. Link outside the paper. Encourage reporters and editors to write linky text. This will encourage reciprocity on the part of readers and writers who appreciate the social gesture that a link also performs. Over time this will bring back enormous benefits through increased visits, higher respect, more authority and the rest of it.
CNN Won’t Link to External Websites
2. Start following, and linking to, local bloggers and even competing papers (such as the local arts weeklies). You’re not the only game in town anymore, and haven’t been for some time. Instead you’re the biggest fish in your pond’s ecosystem. Learn to get along and support each other, and everybody will benefit.