But with Murdoch’s move to erect a paywall around Times Online from June we’ve now seen almost all of the broadsheet newspapers set out their stall for generating income from content online – and all are taking very different approaches.

Here’s a summary.

• Financial Times – micropayments
• The Times – £1 daily or £2 weekly paywall
• The Daily Telegraph – content, commerce and clubs
• The Guardian – advertising and applications
• The Independent – writing in PaidContent on Friday, Forrester’s Nick Thomas predicts that new owner Alexander Lebedev may repeat The Standard’s approach offer The Independent for free

As the Financial Times has demonstrated success requires a mix of business model and distinctive editorial – particularly when the BBC and others provide so much news content for free.

The attitude of broadsheet publishers to aggregators and search is less clear. The Times recently started blocking clipping agency Meltwater and aggregator NewsNow, but for now at least it is allowing Google in.

Google aggressively counters the claim that it is a parasite feeding off traditional media.

Speaking at the Financial Times Media & Broadcast Conference at the beginning of the March, Google UK’s managing director Matt Brittin said that the search engine was a virtual newsagent that sent four billion clicks a month to online news web sites.

So which model will work? There’s no way of telling. If I knew the answer I’d be seeking out an opportunity to invest behind one of these emerging business models.

If you’re interested in exploring business models for the future of media head to the North East of England.

That’s the call of Rick Waghorn who has written an excellent summary of the numerous projects in the region that are exploring aspects of content creation, delivery and financial models.

“If anyone wants to know where the future of the UK’s new media landscape will be forged and decided, it’ll be in the North-East of England. […] Whether by accident or design [it is a] very interesting place to be now media-wise,” says Waghorn.

Hyper local network
Trinity Mirror has created the Your Place network of 22 hyperlocal blogs fed by local bloggers and journalists the length and breadth of Northumberland. I’m an occasional contributor to my local site in the Rothbury area

Meanwhile Josh Halliday (@JoshHalliday), an ambitious journalism student at the University of Sunderland, has launched SR2, a stylishly produced site dedicated to reporting about the SR2 postcode area of Sunderland. He is aiming to go ad funded to cover costs

Ad model
Trinity Mirror has recently opened up its Your Place project to an ad network called Addiply. It enables businesses to set up an ad campaign for a specific geographical audience for £5 per week.

Pay walls
The Northumberland Gazette is one of six weekly regionals in the Johnston Press stable that will disappear behind a paywall in a trial that starts on Monday. Will readers sign-up and pay online? I doubt it, but it will be interesting to watch.