I think there's great value to the Associated Press and to Reuters, but if you wanted to generate original content, maybe written by local writers, it just takes a little bit of openness to open your pages up to a wider freelance writer pool, and then you might find new voices and a wider array of voices, and definitely more original content that can't be found anywhere else.
I think a fragrance is more of a signature than even what you wear - something you'll remember more down the road than a shirt.