When Jason Collington suggested that the Tulsa World feature sports content from other news outlets in the region, the idea was met with a little hesitation from some people in the newsroom. Why would the paper promote articles and commentary it didn't create?
But then he explained it using a simple analogy. The paper's die-hard sports fans, like careful shoppers, would never be satisfied with a lack of variety. Their news diet demanded more content, and they would go elsewhere to get it if they had to.