Here are some notes on how to use twitter for a large publishing site.
Twitter is a tool. Use it how you like. If someone doesn't lke what you do they can unfollow you. Different techniques will work for different sites and different goals. This lot should work for publishers.
Use tweetdeck. Set up a group for newsfeeds from relevant sources. If you see a great story, tweet the source.
Perhaps twitter's most powerful tool is the retweet. Only with retweets will your tweets go viral.