I spoke with a group from the Washington Post today, including a member of the subsidiary Washington Post-Newsweek Interactive. They haven’t thought about branding to the weblog community, but they should. Here’s why: unbeknownst to the rest of the world, they guarantee story and URL persistence. Link to a Post story, and it will never go out of date, which means people reading your archives won’t be forced to look in Google’s cache to understand the context.
URL persistence is a powerful agenda, one that other news organizations (e.g. Yahoo, NY Times, etc.) aren’t taking up. I’d like to see the Post get the readership they deserve for taking on this bear.