Guardian "most obvious success" at online/offline

Article in netimperative: "The most obvious example of a successful offline/online publisher is the Guardian ... if the main aim of an offline title's new media operations is to support the brand, we find it hard to think of anything better ... Guardian Unlimited is often true to its name: it has the feel of backstage at the Guardian -- much of the content is irreverent commentary -- and the rest builds on the main title's strengths ... The 'backstage' content, in particular, is a winner since it taps in to the informal joy of the web communications age. The Internet is an organic information free-for-all of rumour, implication and opinion in which the normal rules somehow don't apply. Items such as its 'live' sports online commentaries and The Fiver ... nail this feeling perfectly, and at the same time enable content that, instead of compromising the offline title, actually supports it -- and builds further loyalty."
(From Paid Content)