ONA 2008: Repurposing

Here is some stream of consciousness from the ONA 2008:
Former BBA reporter-turned-academic Alfred Hermida lamented a stat that came out of the Online News Association 2008: all tv and print newsrooms are repurposing content from their traditional media for the Web. He asks if it is "time to end repurposing?" Obviously shoveling content in reality continues, but what about its usefulness?
I am not sure that we are considering this repurposing anymore. I am sitting in the LaTimes.com session where the organization is discussing how they streamlined their newsrooms. "We are trying to culturally change how we are doing things," said one member of their "Innovation Team." "There are no Web reporters. There are no print reporters. There are only reporters."
But there are different audience considerations here with different information channels, right? For example, at this Chicago Tribune multimedia editor I was talking to told me she writes four different headlines for every story: 1) for the home page; 2) for the inside page; 3) one for Google and 4) one for Digg. Can one reporter consider all these different kinds of audiences? Certainly it's not a ton more work to write different headlines for one story, but what about changing the format of your story (whatever media platform you choose)?