Last thought on the Polly Toynbee/Guardian piece: At the end of it she says:
In the end, it’s up to you. If you always read this on the web, go out and buy a copy, skinflint. Use it or lose it.
How about this? Create the compelling content and people will come to you instead – give them a compelling and unique reason for looking at the print instead of the web. Don’t blame or insult the consumer, that’s never going to increase sales. And find decent ads that they may click on.
It seems to me that insults are rarely going to work. Like many others in the world of media she’s clinging to the old model – buying the paper – instead of looking to see what alternatives there may be.