If you are an internet-user it helps you get a quick overview over an area of interest with fresh direct news & insigts (blogs) from the companies that interest you.
If you are a company it gives you the possibility to write your own news directly to your clients and share your own insights with them.
If you are an advertiser it gives you an unique segmentation opportunity.
Go to the domain www.folkekirkenyt.dk where you can see (in Danish) how the same concept is applied to non-profit by connecting all churches in Denmark in a new way. This project will be funded by large charity funds, and delivered free to all Danish churches.
Here, we're talking about starting VERY small, applying the same concept to the prosperous gay community in Copenhagen, creating the website, connecting all gay venues under one hat, delivering the services to them for free, and start selling advertising.