Word: supermedia
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...which puts it atop a fierce three-way tussle with the Daily Mail and the Daily Telegraph for the most online readers. The Mail and Telegraph have actually caught up quickly in the past year. But Charlie Beckett, a professor at the London School of Economics and author of SuperMedia, argues that it matters little which newspaper claims more online readers. "Whether one of them's got 15 million and the others have got 10 million is irrelevant economically," says Beckett. "Rusbridger's job is to save his own community and build on it so he can sell them stuff...
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