Matthew Creamer of Ad Age is contemplating the future of news and wondering if it’s an aggregated cluster fuck.

With the expensive pursuit of professional content failing to jibe with profitability, media entrepreneurship looks to be reduced to a meta role of repackaging what’s already out there.

Welcome to the era of the aggregator.

For reporters, editors and publishers this is an unwelcome welcoming, at best.

Creamer shares some of the collective doubt hanging on his peers like stale smoke.

If aggregating is becoming the best way to make money from content, who’s going to undertake the costly business of creating that content?

Great question. And without original reporting, there won’t be much for the aggregators to aggregate.