At work here is what is called, variously, “social syndication” or “traffic exchange,” a technique increasingly in vogue among publishers looking to get their articles and brands in front of other readers ... help them extend the reach ... fill in the gaps in their own social programming with stories that they didn’t or couldn’t write themselves

"content-sharing deal between the BBC and regional newspapers ... BBC’s local news websites display links to stories carried by participating titles in the area. The newspapers themselves are free to choose which stories they want to be linked from the BBC’s ‘Local Live’ web feed, which updates readers on breaking news throughout the day." - BB…