Multimedia journalists, Axegrinder has heard it said, should always pick the best medium for the story, and newspapers shouldnÃ¢â‚¬â„¢t waste their video resources on stories that would work just as well in print.
The Birmingham Mail has certainly learned how to pick the topics that will drive traffic to its website.
Exhibit A: Phil VinterÃ¢â‚¬â„¢s hard-hitting investigation into the regional final of a competition to find BritainÃ¢â‚¬â„¢s best beach babe.
Scantily clad women writhing around on camera? Gunning for a job on FHM, are we, Phil?