Reuters (NASDAQ:RTRSY) has a blog section at the bottom of most business stories at Reuters.com. It is called Business Blog Posts, and it is powered by Blogburst. Blogburst is part of blog syndication service Pluck. And, Reuters is one of Pluck's owners.

Complicated? Yes.

The business blogs that Reuters runs are mostly small, one-person operations like Phil's Stock World and Captain Currency. Some, like The Kirk Report and Bill Cara, are well regarded. But, Reuters does them a disservice. It keeps the traffic for their content when it runs on Reuters.com. So, Reuters gets the ad revenue on those pages. The bloggers get their names on Reuters, and a link back to their sites, which is probably rarely used.

It is interesting to note that none of the big business blog sites like SeekingAlpha or Ticker Sense run in the Reuters program. They understand that the deal is good for Reuters and bad for the blogs. They aren't prepared to let Reuters compete with them for eyeballs using their own blog content.

It is a shame that Reuters has handled bloggers this way. Many other media outlets like WSJ.com and TheStreet.com comment on blogs but send traffic to the bloggers. Reuters has decided not to give the little guy a leg up.

Douglas A. McIntyre is a partner at 24/7 Wall St. which was approached about the Reuters program and turned the company down.