When news sources become news competitors

Blogging can make anyone a publisher. Podcasting can make anyone a broadcaster.
I've warned traditional B2B publishers that these new technologies mean that the next wave of competitors are coming from two unexpected places -- their own staff and news sources.
Need more convincing?
Purina has entered the podcasting world, creating audio files aimed at consumers. That should be a warning to anyone in agriculture news. Because there is nothing to stop Purina Mills from creating similar programs for a B2B audience of ranchers, farmers or veternarians.
It should also be a warning to everyone else in B2B publishing. How will you respond when some of the most respected brands in the industry you cover begin to produce their own news products?