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Why don’t printed papers get promoted on websites?

Journalism students at Bournemouth University are asking a very relevant question: Why do newspaper website in the UK so so little to promote the printed version on their websites?

The students examined newspapers and web sites for encouragement to use the other version. In a Times Saturday edition they found 101 directions to timesonline but on the website not a single exhortation to buy the paper.

The picture was similar at the Guardian, the Telegraph, the Sun and orther papers they compared. Peter Jackson, the students’ lecturer writes about their investigation in the Independent.

If you visit any US newspaper you are likely to find encouragement to take out a subscription for the paper at the top of it’s website’s home page. So why not something similar here? OK, the distribution systems are different but there should be a way round that problem.

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