The New Tools of Journalism

In an article over at GigaOM there is some interesting commentary on how, when reporting from disaster- or conflict-hit regions, online services such as Twitter and Tumblr prove to be the most effective way to get the word out.

My question is, if this is the case, why aren't the likes of the NY Times (mentioned in the article) bringing these tools in-house? Why not build their own Twitter or at least sub-licence the technology (it could be a good revenue stream for Twitter).  The article also mentions updates were done via Tumblr and mobile photo-sharing site Instagram.  These services would not be hard to replicate or at least incorporate.

We've long been past the time when journalists got back to their desks or phoned/emailed in their stories, reporting is now so up-to-the-minute they need to be able to submit news wherever, whenever and they need to the tools to do so.  Why rely on third-parties when you want people to associate with your brand, your channel?