In an interview with Journalism.co.uk, Benson explains Trinity Mirror’s move toward multimedia

• "I arrived at the view that integration is the only sensible way forward because what we have got uniquely in our markets is lots of journalists on the ground, more than anyone else, and when you have got a newsroom full of people who are bright and flexible then why would you want to stay with anything that is just like a little start up-unit that anyone else could do?”
• "The fundamental thing is going away from a print-centric approach with a few digital add-ons round the edges into having something which is print, mobile, web, with video journalism and podcasting thrown in as well, where print is still at the middle and probably will be for quite a while yet. Although, the emphasis is shifting, it's becoming a much more evenly mixed approach,"
• "The big conundrum is how you make money out of it, our approach on the commercial side has been focused on the classifieds, which is our big strength and works really well on the web."

The Trinity Mirror experiment will be a true test in the ability of local multimedia sites to turn a healthy profit.

Source: Journalism.co.uk (article, full interview)