As already mentioned, businesses are looking for content to fill Web pages that would hold customer interest and keep them coming back. Web content aggregators have the infrastructure and economic relationships to fill this niche for Web sites. Anyone can publish content for the Web. The Web has created a publishing medium available for anyone with a computer and access to it. Good content on different subjects not previously available interests Web content aggregators and their subscribers.
Aggregators can usually syndicate content for distribution fairly easily.
Traditional journalists are migrating to the New Media. A number of traditional journalists have shown interest in writing for Web-based publications, either lured by the aura of the new media, stock options, or newfound celebrity. These journalists have the recognized experience, often bring their own readership, and help build the credibility for new Web-based publications. Web content aggregators can help traditional and new media content reach a wider audience. Little-known publications can be syndicated and find an audience on the Web, and traditional media can expand their presence, both through a Web content aggregator.