Newspapers are setup to generate, filter and talk about new ideas - they just happen to be ones around the concept of what we think of as news.
This role of meme collectors / distributors seems awfully close to what a lot of people are thinking conventional ad agencies will become - collectives who immerse themselves in "the stream", picking up memes relevant to the clients they represent, and developing conversations to create visibility in the digital world.
Perhaps as well as mining his databases here - Murdock should also consider whether he couldn't re-tool his businesses to become ad agencies.
