Assange advocates something he calls "scientific journalism" whereby journalists publish the raw data and source material along with every story. So they differ from major media outlets in that Wikileaks releases both the editorialized "story" and the unedited source footage and documents.
Now, I'm still not sure how I feel about the "Collateral Murder" video but Assange claims that the original modus operandi of Wikileaks was to simply supply partner news organizations with the raw (possibly redacted) source material and let them publish it. He further claims that the major news organizations were not interested in doing anything with the information until Wikileaks forced them to by creating a story with legs.
Now, I'm still not sure how I feel about the "Collateral Murder" video but Assange claims that the original modus operandi of Wikileaks was to simply supply partner news organizations with the raw (possibly redacted) source material and let them publish it. He further claims that the major news organizations were not interested in doing anything with the information until Wikileaks forced them to by creating a story with legs.