Much like their counterparts in the US and elsewhere, British newspaper publishers have seen a sharp decline in revenues from traditional sources -print advertising and copy sales -and many are intensifying efforts to generate new income by expanding their online offerings. A study conducted in summer 2008 of the largestcirculation newspapers in the 66 cities in England, Scotland, Wales and Northern Ireland showed that while only a small minority (3 newspapers or 4.54%) did not have companion websites, many of the publishers who do have an online presence have transferred familiar revenue models online (98.41% of the sites carried advertising and 19.05% offered subscriptions to online versions of their papers). It has also been recognised that income from these sources are not enough to sustain current operations and innovative publishers have diversified into additional broad categories of Web business models, which are described as: brokerage, infomediary, merchant, manufacturer (direct), affiliate, utility and community. Significantly, this exploratory study did not only compare the approaches of various news publishers with each other, but it also considered how active newspaper publishers were in taking advantage of the variety of business models generally being employed on the Web -and which opportunities were ignored.KEYWORDS British newspaper websites; innovative online new publishers; online business models; online newspaper business trends