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In short, newspaper websites do not have 'a community', they have various 'communities of interest'.

"Guardian News & Media doesn’t disclose its web earnings but, judging from Gentry’s slide, snapped by AOP director Lee Baker, The Guardian’s tartlet is about 15 times smaller than its pie…That despite Guardian.co.uk’s monthly unique user count being about 130 times greater than its average daily circulation – the same kind of disparity with which most publishers are familiar."

"All the way through we were talking to the readers, or customers as we now call them, and responded to their needs," he added.