L. J. Williamson was frustrated with what she felt was a lack of editorial oversight on Examiner.com, the Denver-based content aggregator.

So she gamed the system.

Williamson, a Los Angeles freelancer with clips from big name publications like the Los Angeles Times, LA Weekly and Sunset magazine, wrote a series of Examiner.com pieces that she admits included exaggerations and half-truths, like this one about the dangers of playing tag. She explains the whole thing in an email she sent to Fishbowl LA, the Mediabistro blog on the Los Angeles media business.

Nothing happened. No phone calls from fact checkers. No emails from editors questioning her sources. Nothing, that is, until Williamson went a little too far and wrote an autism-related story about Jenny McCarthy the actress and alternative treatment advocate noticed and had her lawyers follow up.

In no time, Examiner pulled the stories and fired Williamson, although she argues since she hadn’t gotten a dime from the site it wasn’t really getting fired.

Williamson says she wrote the stories as an experiment to call out the shortcomings of content aggregators, Examiner.com in particular. In a comment on the Fishbowl LA story, Examiner.com’s editorial director Travis Henry says the site has a growing editorial staff that works with writers, providing them with coaching and daily training sessions.

Here at WordCount, there’s been a similar exchange of opinions on the value of writing for content aggregators recently. In a post and multiple follow up comments, a Helium representative explained the site’s editorial process and how much money writers can make. Several freelancers countered her with arguments explaining why they won’t write for content aggregators or why they did and wouldn’t again. I even chimed in with my own advice to write for a hyperlocal news site instead.

While newspapers and magazines figure out how to transform themselves into fiscally sound Internet businesses, the pay-per-click business model that content aggregators – my friend and fellow freelancer Heather Boerner calls them content aggravators -  use to compensate writerscitizen journalists isn’t going away. Whether it will become the predominant online publishing business model in the future is hard to say. But it’s safe to assume the arguments over the merits of working for content aggregators will continue.

A funny thing happened on the way to compiling this list of digital media trendsetters.

I’d put out a call to writers and editors on LinkedIn asking for names of industry folks I should include. But instead of news industry luminaries, I kept getting social media trailblazers. Wait a minute, I wanted to say, you don’t understand – social media isn’t the same as online news.

Then I started using Twitter. It didn’t take long to figure out that for the people who hang out on Twitter, LinkedIn, Facebook and other online networks the social media hotdogs and digital media trendsetters are one in the same. They’re the ones people friend, follow and read. They’re the ones broadcasting the news of a US Airways plane going down in the Hudson River and Barack Obama’s inauguration  – regardless of who they are, where they are, their day job, their background or experience.

That meant I had to rethink my definition of trendsetter.

Here’s what I came up with. It’s totally subjective and different from what I would have picked six month ago, and probably what I’d pick six months from now. When possible, I’ve linked their names to their Twitter IDs or websites.

The Old School

• Bill Keller - Executive editor of the New York Times, charged with bringing the Grey Lady into the 21st century. Appointed paper’s first social media editor earlier this week.
• Jonathan Miller – Former AOL chief recently hired by Rupert Murdoch to run News Corp.’s digital interests, including MySpace and Hulu (minus the Wall Street Journal).
• Russ Stanton – Los Angeles Times editor. Figuring out a way how to stay relevant – and solvent – in the Internet age.
• Dean Singleton – Head of MediaNews Group, which owns the Denver Post and 99 other media properties, and leader of the charge to help newspapers monetize the Web.

The New Wave

• Tina Brown – Proprietress of The Daily Beast, a cross between the Conde Nast glossies she used to edit and a daily politics and gossip column.
• Arianna Huffington – HuffPost founder; gadfly turned new media publisher.
• Hyperlocal news bloggers – NeighborsGo, NewzJunky, SealBeachDaily.com, WestSeattleBlog, Neighborhood Notes, the list goes on and on
• Josh Marshall – Creator of Talking Points Memo, political blog that won a George Polk Award in 2008 for reporting on the firings of US attorneys.
• Paul Steiger – Former WSJ managing editor and current editor in chief at ProPublica, another high-profile online-only news outfit doing original investigative journalism on a non-profit basis.

The Professors

• Jeff Jarvis – J-school prof at City University of New York, Buzz Machine blogger, author of What Would Google Do? and former magazine and newspaper reporter, columnist and editor.
• Jay Rosen – NYU journalism prof, PressThink blogger and director of NewAssignment.Net, “an experiment in open-source reporting.”
• Sree Sreenivasan – Tech evangelist and professor at Columbia Journalism School, know for his extensive new media workshops.

The Promoters

• Seth Godin – Author, viral marketer extraordinaire, quipster.
• Guy Kawasaki – Entrepreneur, author, social media guru, proprietor of AllTop “online magazine rack” and blogger at How to Change the World. On Twitter at @guykawasaki.
• Peter Shankman – PR guy and founder of Help a Reporter Out crowdsourcing service for reporters.

The Pundits

• Paul Gillin – Social media expert, author and chronicler of newspaper hard times at Newspaper Deathwatch.
• Mark Glaser – Columnist for PBS MediaShift, “Your guide to the digital media revolution.”
• Alan Mutter – Newsman turned venture capitalist and blogger at Reflections of a Newsosaur.
• Jeremiah Owyang – Forrester Research social media analyst.

The Tech Geeks

• Chris Brogan – Mr. Social Media. Read and learn.
• Matt Mullenweg – Founding developer of WordPress blogging software, used by newspapers such as the New York Times, and head of WordPress’ parent company, Automattic.
• Dipchand “Deep” Nishar – Former Google exec who became LinkedIn’s v.p. of products in early December and has since rolled out a bevy of service upgrades.
• Darren Rowse – The Aussie blogging mastermind behind ProBlogger.
• Robert Scoble – Uber tech geek. Former Microsoft tech evangelist and Fast Company videographer blogging at Scobleizer.com.
• Biz Stone and Evan Williams – Co-founder and CEO of Twitter respectively. Reportedly turned down a $500 million buy out offer from Facebook earlier this year.

Know other new media pioneers I should include? Leave a comment. If I get enough I’ll re-post an expanded list.

These days freelance writers have to keep up with the times – the New York Times, that is, and the LA Times, the Washington Post and the Christian Science Monitor. Why? The fortunes of newspapers are changing and it’s changing what they want – or don’t want – from freelancers. Shrinking newspapers advertising means shrinking news holes, and that means fewer opportunities for freelancers to sell features, essays and other pieces to papers.

Opportunities haven’t dried up completely, you just have to know where to look. For example, a freelance writer I know just landed a deal to write a regular adventure travel column for a major daily newspaper. Other papers are upping their spending for online and multimedia projects, a potential boon for freelancers who are as good with a camcorder as they are with a keyboard.

The same holds for magazines. While some consumer magazines are getting thinner by the month, others are holding steady, and some publishers are even launching new publications. The same thing’s happening in the trades. While many b-to-b or trade magazines have seen drops in ad pages or revenue or both from this time last year, business magazines in some industries are doing OK, and some are showing strong improvements from 2007.

A smart freelancer needs to keep tabs on all that. But how?

Actually, that’s easy. Thanks to some ambitious news hounds, you can read a couple blogs on a regular basis and keep tabs on who’s out, who’s in, what’s launched, what’s died, what’s hot, what’s not – the zeitgeist of the whole media business. My favorites:

Romenesko – Far and away, the most comprehensive blog for capturing the daily drama that is the U.S. newspaper business. Yes, you can go to Poynter Online and read it, but it’s even better to subscribe and find it, like a little gem hiding in your otherwise boring email inbox.

Mr. Magazine – What Romenesko is to newspapers, Samir Husni, aka “Mr. Magazine” is to magazine. Husni is the chair of the University of Mississippi Journalism Department. He’s also the brains behind the annual listing of most notable magazine launches, which he writes about in his Mr. Magazine blog. His pick for most notable launch in 2007: Conde Nast Portfolio.

Mediabistro’s Revolving Door – Mediabistro, the online support system for journalists (job listings, classes, forums, etc.), delivers this tasty dish of industry comings and goings twice a week. Read it at the Website, or register – it’s free- and have it delivered.

Magazine Health Watch – If numbers are your thing, this is your kind of place. This database of information on ad pages and revenue in consumer and business publications is updated daily by Inquiry Management Systems, a publishing service company. The interactive database lets you slice and dice listings any number of ways, handy if you’re interested in finding out which magazine categories are on the rise. Did you know that ad pages for sales management magazines (there are 11) rose 21 percent in the first quarter of 2008 compared with the same period the previous year?

Got your own favorite Website or blog for keeping tabs on the news business? Leave it in a comment and I’ll post it here.