Aggregators resell content from a range of publishers and providers, then use sophisticated software to customize content packages. These packages add value to the content because they can be altered to match the audience profiles of all kinds of Web sites. Aggregators come in different sizes. They're carving out market opportunities for themselves according to their focus, level of sophistication, and unique approach to syndication. A number of new Web sites, particularly those targeting specific interest groups, have provided revenue for such services.
Aggregators have certain elements in common.
They're easy to use, offer targeted content packaging, resell content from large pools of providers and publishers, and assure delivery. They pull together a wide selection of information, categorize it into selectable interest groupings, and deliver it in one stream. The Web sites get a turnkey or push-button content delivery system. Most providers and publishers sell their content on a nonexclusive basis. But while they may begin with some of the samebasic content, aggregators create their competitive advantage by differentiating themselves through packaging, marketing, software, and price.