National Geographic feature stories posted at ngm.com don’t have any links. None. But they should.
Links are a public good. They create a web that is increasingly rich, useful, diverse, and trustworthy. We should all feel an obligation to be caretakers of and contributors to this new linked public.
And there’s a further reason. In addition to building this new infrastructure of curiosity, linking is a small act of generosity that sends people away from your site to some other that you think shows the world in a way worth considering. Linking is a public service that reminds us how deeply we are social and public creatures.
Which I think helps explains why newspapers often are not generous with their links. A paper like the WSJ believes its value — as well as its self-esteem — comes from being the place you go for news. It covers the stories worth covering, and the stories tell you what you need to know. It is thus a stopping point in the ecology of information. And that’s the operational definition of authority: The last place you visit when you’re looking for an answer. If you are satisfied with the answer, you stop your pursuit of it. Take the links out and you think you look like more of an authority. To this mindset, links are sign of weakness.
This made more sense when knowledge was paper-based, because in practical terms that’s pretty much how it worked: You got your news rolled up and thrown onto your porch once a day, and if you wanted more information about an article in it, you were pretty much SOL. Paper masked just how indebted the media were to one another. The media have always been an ecology of knowledge, but paper enabled them to pretend otherwise, and to base much of their economic value on that pretense.
Until newspapers are as heavily linked as GigaOm, TechCrunch, and Wikipedia, until newspapers revel in pointing away from themselves, they are depending on a value that was always unreal and now is unsustainable. [emphasis mine]
– from the post “Linking is a public good,” by David Weinberger, author of the recently published book…