Many newspaper executives, most infamously Tribune acquirer Sam Zell, have made an enemy out of Google and other online aggregators who disintermediate newspapers and all other traditional media. This is of course a wrongheaded way to think about content on the Web, since these aggregators drive a significant amount of traffic to newspapers. But the real fear inherent in the distrust of aggregators is that they are destroying the direct brand relationships that newspapers and other branded media have traditionally had with their audience.