United Kingdom regional newspapers on the World Wide Web

This paper discusses the ways in which regional newspapers in the UK have reacted to the challenges posed by the Internet. A detailed evaluation of the web sites for 25 regional newspapers demonstrated clear audience trends and a certain consensus of styles and features. The level of commercial activity in the form of advertising was found to be generally low, and the strategies to promote local business involvement varied. Nine of these 25 newspapers responded to a questionnaire that sought to gauge levels of awareness of industry developments, how the operation is currently managed, and what expectations are held for the future. The overall picture was one of optimism for the future, tempered by the initial caution that characterises any new field.