Most newspapers by now have figured out that they need an online strategy to survive. With sharply dropping circulation numbers, monetizing the internet is a priority for the press. While an online only presence will never be economical for most newspapers, it may come to the point where it will be fifty – fifty or even twenty-five – seventy-five and that means not just advertising, which is a huge problem in and of itself, as newspapers have to figure out how to sell ad space on virtual pages being read by anyone from around the world, but also how to drive traffic. With online viewer count ranking much lower in advertising dollars than offline reader and subscriber count, newspapers need to drive more traffic, rather than just banking on their user names. So the Washington Post is on board Facebook, integrates Sphere, uses related link generation, includes a social bookmarking and sharing toolbar for dumping the stories on Digg, Newsvine and Del.ico.us, but they still haven’t managed to do anything about the trolls.
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