A digital news organization has to differentiate itself from the mass of online competitors vying for people's attention. The best way is to be credible, reliable and trustworthy.
Credibility is the most valuable asset of a news organization. It attracts a community whose members can collectively support the site with their resources as fans, recommenders, subscribers, advertisers, event attendees or customers.
Credibility is also harder to find online. You have to sift through a lot of garbage to find the nuggets of gold. Howard Rheingold describes this journalistic practice as crap detection and devotes a chapter to it in his book "Net Smart."
