And as newspaper sales become almost meaningless, so the once dominant tabloids and once readable broadsheets make the most of this opportunity to encourage the punters to visit their sites, and study their words of wisdom.
Clearly, the big story this week has been the anniversary of the transfer of Mo Johnston, and almost all of the usual suspects have had their say.
Darryl Broadfoot, in the Herald today, does his best to fill a page with self-love and sleekit ways of redefining what constitutes a real signing of a Roman Catholic. However, in amongst the quotes and the tales from Darryl's childhood, Mo's capture as "first high-profile Roman Catholic" leads easily, all too easily, to the suggestion that John Sheridan was the man the press expected to be unveiled as "Rangers' first Roman Catholic signing." It seems that even Broadfoot has given up on reading his own output.
Of course, we are treated to the usual mantra of 'burned scarves, protests, bigotry' etc, but credit to the Chief Football Writer: he tells it like it is with regards the reaction of the green third of Glasgow. One wag touched up a portrait of Mo with a blue nose and another, apocryphal tale, makes a joke of naming quadruplets and omitting the name Mo.
I don't know about the average reader, but I guffawed. Isn't it hilarious that threatening the life of a man isn't mentioned. The absence of reports on the actual physical harm done to the man's family is a rib-tickler. I'm even willing to neglect the absence of any tribute, no mention whatsover, of the reason Johnston cannot come back to Scotland, even to play in a charity match. The tears of laughter are too much.
It would be uncharitable to suggest that the Newsquest group is in dire financial straits - who isn't struggling at the moment - but there is clearly a move toward maximising resources: Herald journalists writing stories which make it on to Evening Times websites, and vice-versa, with the pool of talent being asked to find different angles on the same story, and to get the 'product' online as soon as is finished (and often, sometime before).
But once online, the savages have a permanent record, an instantaneous window into the mind of the writer. And as this week shows, so many of them confuse fiction with fact; peddle half-truths as accepted wisdom; are more interested in following the party line than indulging in the process of independent thought.
The Scottish game may be in a financial mess - even today, Diadora, kit manufacturer to the national team appear to be on the brink - but the true diddies are not the non-Glasgow SPL teams: the rabble of reporters, none of whom are fit to be labelled journalists, are the biggest disgrace in Scottish football, their ongoing craven ways the most important reason for fans and supporters to embrace this new opportunity and ensure their own output is regular and their own voices heard.