The Medium Is The Message

The circulation of many newspapers globally has been in freefall, but it seems that the internet has come to the rescue.

One of the UK's daily newspapers,the Express has increased its circulation recently after months of freefall. How did they do it?

Well, they watched their internet site and used the most popular story for the following day's headline. This has consisted almost entirely of two stories - the death of Diana and the disappearance of toddler Maddie McCann. Even so, the circulation goes up day by day.

The internet is a great medium for instant feedback, so I've been surprised that more TV companies have not been using similar techniques. To pilot new series and channels, for example.

Certainly in the future, expect successful online concept to make it onto traditional telly rather than the other way around.