If there was ever a marriage made in heaven surely this is it. Publishers deal with the dissemination of content and if that content is in electronic format rather than being physical, it makes getting it to the masses a whole lot easier. It’s a symbiotic relationship that’s win-win.

Budding new media news and lifestyle content publishers were quick to grasp this and set up their digital offerings when the internet was still in short trousers. Such sites have been around for over a decade now and the big ones are trouncing their moribund printed rivals in the circulation battle. But the establishment was quick to respond and the more educated bastions of traditional print have realised that the days of physical media are limited so most have made serious inroads into the digital frontier offering companion sites to their printed products. These offer more or alternate content that’s often more up to date, and may also allow their readership to join the fray with things like commenting and polls.