The hazard of verticals

Verticals, for those of you not into news jargon, are web sites “reporting” on their own content. They’re common in the world of what passes for sports journalism this side of the Atlantic: mlb.com; nhl.com, etc., etc.

This morning’s headlines are all about Ryan Braun, the Milwaukee Brewer’s shiny new MVP, testing positive for performance-enhancing drugs; specifically, he has admitted to testing positive for artificial testosterone, although he says he can prove he was drugged by an outside agent.

It’s the first few hours of the story, so the headlines on Google News are almost all a variation of “Braun tests positive.” That’s why one stood out: “Braun deserves benefit of doubt” … from mlb.com.

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