Media week

Telegraph

the last few weeks have seen some interesting activity in traditional media amongst which is the re-invention of the good old torygraph.

Newspapers are looking to leverage their brand and as the Guardian noted on Thursday the economics of free and online are looking distinctly appealing, as economists report there's a benefit from offering a variety of cost models particularly where it's possible to get extra revenue from purchasers who are less cost conscious.

The Telegraph more than most UK newspapers faces a distinctly challenging future as its readers move into their twilight years - an online presence offers salvation and the deal with ITN looks good for both parties. ITN can offer the advantages of video and new media and the telegraph gives ITN a way out of its declining deal with ITV.