Mirror to be the first national newspaper killed by the web?

I always notice what the Mirror's up to simply because I used to work for their boss, Sly Bailey, who's one of the most prominent women in business now.

I can still visualise that 'caught in headlights' crossed with bland arrogance look she had from the days when NME publisher IPC Media lost a s**tload of cash in the dotcom boom. Mainly because they took the bland assurances of the sorts of webbie reptiles which flourished then at face value ... and forgot web basics and weren't interested anyhoo.

She's now been with the Mirror for years and has tolerated the most amateurish website on Fleet St also for years. Classic 'La La, I'm not listening' activity ... She never learnt a thing in eight years, it appears.

Just like Michael Grade and ITV, it sounds like she's still getting this back to front. You get the eyeballs, that gives you the revenue. Murdoch got that way back. Conclusion: will the Mirror be the first national newspaper killed by the web?

Trinity Mirror has acquired online web design and development consultancy Rippleffect Studio as part of a plan to diversify revenue streams and increase its interest in sport and leisure media.
The company was bought for an initial £3.2 million with a further £2.6 million conditional on success over the next three years.
Its clients already include Everton, Southampton, Celtic and Fulham football clubs, along with a host of other leisure retail groups.
The acquisition enables Trinity to branch into e-marketing and link other online services with its existing printed sports publications, which includes match-day programmes for several Premier League football clubs.
"This acquisition brings together Trinity Mirror's specialist sports publications and Rippleffect's specialist sports web development under one roof enabling us to substantially grow our revenues in this important sector," said Sly Bailey, Trinity Mirror CEO.
Rippleffect is expected to generate revenues of around £3 million in its first year of ownership, Trinity said in a press release.

All too late for the paper ...

Hat tip: journalism.co.uk