As Yahoo! beefs up its management team with more muscle from the world of mainstream media properties it's clear that producing more unique content will be a key factor for their future growth. Now that the search wars have dissipated and made content licensing relatively moot, they have little choice if they are to keep brand loyalty strong. But as users of all kinds create and consume more content in their own venues the value of creating content without a specific "me" factor in it is becoming more suspect. This is a concept that makes most content executives uncomfortable - even though it's one of the keys to success in The New Aggregation.

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