04/25/00 BW Online--Dueling to Be the King of Web Content: "Even as they expand, both syndicators will face the challenge of sameness -- as in the degree of that they confer on customer sites. 'If you go to two different sports sites, they often have the exact same stories,' says Steve Outing, a columnist with trade magazine Editor & Publisher and co-founder of Content-Exchange.com, a specialized syndicator. 'As this evolves, I think there will be more need for more original content.'"