Only last month The Sun celebrated the integration of its newspaper and online teams.
Now it seems a paper that has otherwise led the way on the web in the UK is to follow suit after staff at The Observer followed those at The Guardian by agreeing a deal that will see them work 24/7 across all editorial departments as their bosses see fit.
And you can bet, subject to union agreements, many more will follow suit in an effort not to be left behind in the race for online readers.
Some in the industry including my old friend Scott Douglas have voiced their fears over what this means for standards in the Press.
Today he cites the words of New York Times writer Bill Keller who offers a view on the need to balance journalistic integrity with that of the benefits from the web.
He makes reasoned and passionate arguments for both, one for all of us on the trade to ponder.
But perhaps the most telling reason for news providers to embrace the net comes in the shape of a report by ZenithOptimedia which suggests online advertising will overtake that of magazines in two years time.
As Mark Sweney writes, this will make it the third biggest ad medium in the world, especially as developing countries are helped to go online.
But while the internet should provide an opportunity for newspapers to grow its audience, and associated profits, the overriding message is they must not do so at the expense of journalistic standards.
After all, news stories should be fair, accurate and entertaining – no matter where we read them.
And the web cannot be exempt, no matter its instant deadlines.