5pm update, Moscow time: The Daily Telegraph website is to put its online content up later in the day in a bid to encourage more of its online readers to buy the printed newspaper.
10am: The many who believe that reading newspapers on a screen will never match the clarity of newsprint need to meet Bill Hill - he has already made the electronic version better.
Hill, whose heads Advanced Reading Technologies, a division of Microsoft, started out in hot metal type in 1968 in Scotland before moving into computers in the 1980s.
"There's one easy way to change the world," said Hill. "Change Microsoft Windows and the change the lives of the half a billion people that use it every day."
Hill and colleague Michael Cooper have done just that and developed TimesReader with the New York Times.
The TimesReader will be available for download in about five weeks. It has a new navigation that allowed readers to read the paper electronically with much greater sophistication than ever before. There is no scrolling and pages fit whatever size of screen readers use. Adverts are also reformatted to the end of stories, an alternative to the dreaded pop up.
The Times reader has a print-like layout, with better typography and works both online and offline
Hill, wearing a kilt and sporran, tells the World Editors Forum that he is an evangelist for the printed word.
He says blogs, podcasts and multimedia are "terrific media enhancements for newspapers".
"But here is the question, will that ever replace the professional, well crafted, written word?"
Everyone agrees with Hill that the answer is no.
Hill says that newspaper on the internet are at a primitive state of development. "Today we are stuck, we are caught in a web of compromises. Newspapers design one page for their websites, but readers read it off many different screens. Design and control of layout is limited.
"Why are we settling for less, why should reading your website be inferior to reading your newspaper? It needn't be.
"Why can't your readers read when they are offline? Why should they have to scroll, it's one of my pet hates."
Hill hates scrolling because it is inefficient - readers are always forced to repeat reading a line of text after scrolling because they have to search for the last word they read.
Rummages into his sporran and pulls out a small PDA. It is, he announces, his library.
Hill reads all his books on this PDA and says he prefers on screen to the printed word.
"I'm on the third set of Gibbon's six set Decline of Fall of the Roman Empire, which I believe is the blackbelt test for any device.
In 1998 Hill helped to invent, ClearType, a technology to improve poor on-screen resolution that he says provides clearer text of newspapers that many newsprint versions.
Since then Microsoft developed Verdana and Georgia, two typefaces designed to read large amounts on the screen, and spread them throughout the web. He says that the PDA version of
Hill is reassuring about the future of newspapers on the web.
"We have to leverage the real strength of a newspaper, which is news - not paper"
"News and the organisations that create it - will grow and prosper in the digital world".
He says in development is technology for vision impared people who will be able to select the font size of newspapers on the web and a text to speech that will let computers read newspaper out aloud to blind people.
1pm update, Moscow time: Not many people have heard of the Voralberger Nachrichten. But the newspaper is read by 70% of the 380,000 residents of Voralberg, the Austrian state it is printed in.
Its owner and managing director Eugen Ross, who helped to deliver the Innovations in Newspapers world report 2006 at the World Newspaper Congress, puts this down to the fact that the Voralberger Nachrichten is "useful" and "local".
It could also be because it is innovative. The paper went full colour in 1994, in 1995 it started a web portal. It has accepted reader contributions long before the term citizen journalist came into currency.
Each year one quarter of the state's residents have their pictures printed in the paper, including 85% of newborn babies.
Russ says the paper is "the ultimate browser" with 800 information entry points in print every day and many web links.
The paper is a six day a week compact, circulation 62,687 on weekdays and 721,237 on Saturdays. Its design is heavily modelled on USA Today.
It reaches 95% of its readers by home delivery.
It is complemented by sister publications Neue Voraleberger Tageszeitung (New Voralberger Daily Newspaper), a more flamboyant female oriented mix of news, crime and celebrities and youth oriented free sheet Wann & Wo (When & Where), delivered twice a week.
The papers are bright, with lots of pictures and infographics and scantily clad models and cute animal.
Connected with the paper are burgerforum - citizen forum - a group of 17 electronic discussion groups that give residents a voice on local issues, covering all 96 towns in the state.
Journalists monitor the discussions and write stories from the issues and complaints raised.
The papers are owned by Medienhaus, a private company. Ross says the titles are healthily profitable.
In the paper's offices, everything is open plan with no private offices. Private conversations can be held in discreet meeting rooms dotted around the building.
Editors sit with reporters, the office is wireless and there are no fixed line phones.
UPDATE 5pm, Moscow time: The Daily Telegraph website is to put its online content up later in the day in a bid to encourage more of its online readers to buy the printed newspaper.
"We hope that a new content management system will allow us to time content to go up online, at the moment our system doesn't allow us to do that automatically," said Telegraph Media Group new media director Annelies van den Belt.
Ms van den Belt said it was planned that individual section editors would decide what time content from the paper was posted online. Later posting could increase newsprint sales, "as long as we give them added value and relevance online and in the paper."
A joint presentation by Ms van den Belt and Telegraph Media Group marketing director Katie Vanneck and Annelies to the World Newspaper Congress, revealed that the company had 10.5m readers across all its print and online platforms, but it had only 1.3 million people read both the printed newspaper and online version.
The average age of all its readers was 45 years old, while the average age of its 8 million newspaper readers was 56 years old. The average age of its 3.4 million online readers was 38.
Digital revenue accounts for 5% of the company's total revenue, similar to its competitors.
A study into newspaper readers in Britain, America, France and Denmark commissioned by the company found that readers in America, Britain and France trusted national newspapers as a source of news more than any other source. In Denmark newspapers were second to television as the trusted news source. In Britain, 59% of consumers surveyed trusted paid national newspapers for news, compared with 31% for Google, 18% Yahoo. Only 5% trusted blogs for news.
The executives said that the Telegraph.co.uk website had been profitable for the past two years and that 90% of revenues came from advertising. The fastest growing area of revenue was commercial microsites, which offered advertising solutions on different platforms to companies and charged for it.
Ms Vanneck said that the Telegraph website had shown that online users would pay for content, citing the online Fantasy Football game as a result.
"You can get consumers to pay for content that is particularly relevant to them," Ms Vanneck said.
"300,000 young men each pay £6, that's £1.8m of revenue which is not insignificant."
