On the Internet, no one knows you’re a newspaper! (Historical reference: that old New Yorker cartoon with two dogs at a computer, “On the Internet, no one knows you’re a dog!”)
The most ingenious things are often the most simple and this is a perfect example. Newspapers, once brought online become content on an level playing field with other content. Well… not ENTIRELY level, but you get the idea. And yet, how many newspapers treat their online product as such?