The reticence of the 'established media' to integrate links into their online content has not gone unnoticed. Legitimate news outlets are externally referencing far less than their nearly as influential blogsphere counterparts. This is despite the value that links can lend in the jostling realm of cyberspace.
Jonathan Stray, of Harvard University's Neiman Journalism Lab,
surveyed a range of major outlets to find out their opinions of links and whether they are using them to optimum effect.
The BBC rates lowest among all international outlets of equivalent calibre for internal and external links. Website editor, Steve Herrman, contrarily told Stray, however, that he believed they were crucial tools.
"They are part of the value you add to your story — take them seriously and do them well," he said.
Stray found similar opinions from the website editors of The New York Times and Washington Post, with Post managing editor Raju Narisetti, emphasising the importance of deep-linking to very specific pages.
Journalism juggernauts, The Wall Street Journal and Dow Jones Newswires were coy on their linking – "we don’t publicly discuss our policies" – but acknowledged that their sites are virtually link-free zones. It proves that they are not deal-breakers for a site's success - but what about crediting sources? Would they link then? "We don't have anyone to elaborate on this."
They were not alone among newswires, with AP also rarely inserting links – occasionally inserting an 'On The Net' footer. They were also more articulate on their reasons.
"In short, it's a technical constraint," a spokesman said. "We experimented with inline linking a year or so ago but had difficulties given the huge variety of downstream systems, at AP and subscriber locations, that handle our copy."
It is clear that many modern newsrooms have yet to commit to linking, explaining the vague guidelines issued to reporters. Industry observers believe, however, the profession must work harder to exploit the digital medium.
