This is as relevant now as when similar sentiments were being expressed back in 2003:

What people need now is an interpretation of the news. This doesn’t mean adding in bias, but creating thoughtful and engaging content that starts conversation. The Internet has leveled the playing field and enabled audiences to set the stage, telling publishers in real-time the type of content they want to see and read. In this age of democratic journalism, it’s time to listen. If viewers aren’t spending time on a website, it’s time to shake things up.

via What Newspapers Can Learn From Brands | Mediashift | PBS.

What I’ve found is that, while this seems counterintuitive from a marketing point of view, the above remains true for brand publishing programs. It’s not just about presenting the facts. That’s boring and anyone can do that. It’s about framing the facts in a compelling manner that attracts the reader. With endless choices out there it’s the only thing that will successfully hook an audience, but you have to keep delivering on the value proposition that’s either stated or implicit.

That doesn’t necessarily mean the brands need to stake out some controversial position. But certainly have a point of view and show some enthusiasm for things, especially those things that are in your market.