Financial Times Media Editor Andrew Edgecliffe-Johnson wrote an interesting article:

PR and news boundaries are being redrawn - FT.com

His report concludes that

... search and social media trends suggest corporate content will only grow. Whether media outlets like it or not, every company will have to become a content company.

It's good to see that this important concept becoming mainstream. I've been pointing this out since early 2005.

At the moment, PR and marketing people own this topic. What's needed is input from top media professionals who aren't employees. Because PR and marketing people will meddle and produce corporate marketing speak, and that's not progress.

(Hat tip: Robert Manetta.)