Slipperduke
The Camden Cad
But that's not true, though. It's being aided by online advertising. The only reason the pay-per-view argument is coming on, is because of the drop in advertising revenue across the board. If they ditch the offline model, they drop the associated costs, but they will still have the indirect costs. First class content is a misnomer anyway, journos are twenty a dozen, and anyone can start a blog.
It's all about branding, and so on. The best website to capture their target market will win, but I foresee many papers closing for good, on and offline.
From what I've heard from people at The Guardian, they're making absolutely bugger all off it. Given that their content is, by some distance, the best, that's pretty bad news for everyone else.
I don't agree about the first class content. Anyone can start a blog and pretty much everyone has, but that doesn't mean I want to read it. You can have as many decent journos as you like, but there's always content that is a cut above the norm. Giving away a Jonathan Wilson feature on Russian football, or an authoritative Martin Samuel column is insane.
Broadsheet content should always be head and shoulders above everything else in terms of quality and for that you have to pay money. So why give away the end product for nothing? It's daft, it relegates the likes of Henry Winter and Brian Glanville to a league containing Goal.com and Football 365.