Australian Newsagency Blog

The Age has changed its approach to online over the last few weeks. Whereas in the past some stories would list additional information available at The Age website, now they more actively promote the website. The photo is from the story yesterday about the Academy Awards - readers are encouraged online for more information. In the same story in the Sydney Morning Herald there is no such link promoted. However, their website pitch is included in their masthead on page one.

Fairfax is leading the promotion of online extensions of stories. There are some who would say this move is evidence of their desire to shift people online in the knowledge that newspapers are dead. I don’t share that view at present. It’s smart that they use the online medium to extend the reach of the print product.