Let the (branded) newsreaders roll

How fast can you say media flavor of the moment?
The Denver Post’s launching a custom/branded newsreader with Newsgator, and others are sure to follow–
3 months ago, I thought this was absolutely what online news sites should do, but I now wonder it many of these projects will succeed–new features like newsreaders need to be integrated into bigger sites to successfully acquire their existing readers as new users–will Denver Post and others take on the level of integration ideally required?