I was just writing elsewhere about the Washington Post/ Technorati partnership ("Who's blogging about this article") when I noticed that PRNewswire has added a link to every press release to bookmark its URL into del.icio.us!    I love examples of newish, oldish media integrating with...what was that distinction again?  It's so relative these days who's old and who's new.

Both of the above examples further muddy the waters of debates like the one that went on in this week's Gilmor Gang podcast with Tech.Memeorandum's Gabe Rivera as the guest.  Does the NYTimes "own [as in dominate] Memeorandum" and all its ilk despite the groundswell of change in the information landscape?  Is that even the right question to ask in light of emerging partnerships like the above?

Perhaps further illustrating the messiness of adoption and change is the fact that neither PRNewswire nor Del.icio.us appear to have anything to say about the partnership on their own company sites!  Steve Rubel covers it as part of a discussion of how awful most press releases are and what could be done about it.  His tip off came via PR 2.0 Meister Tom Biro, who apparently heard it from a little bird.

It's mighty interesting that this step in the direction of greater two way communication has been unveiled in such a hush-hush manner.  I guess they don't want to scare anyone.  It's great news though, if you ask me.

ps.  if you want to use the del.icio.us linkbacks bookmarklet to see who else has tagged a press release and with what, you'll have to open the links into new tabs from the front page in order to escape the frames the main page of PRNewswire uses.