How cool would it be to provide a nitty-gritty, community service in a way that also polished your brand, drove traffic to your website and made you feel good?
At a glance, it looks to me like the Morning Call's idea for making databases built by the newspaper available as embeddable widgets might do all that. There's a quick discussion of the notion – and a link to one Morning Call example – available at the Journalistopia blog. [I saw this first at howardowens.com; thanks.]
The example in the Journalistopia post is a searchable database of breeders and kennels. Why not? But I can see more traction for widgets built around your election guide, your restaurant reviews, your best columnist's archive.
Addendum: If you don't understand why this is close to a slam dunk way to get bloggers pointing to our content, that's another good reason for you to start blogging. You'll see.