How do newspapers grow there online readership beyond mainstream social media?

[Roy]

How do newspapers and news magazines grow there online readership. The obvious mainstream social media ideas are using Facebook, Twitter, blogs, eNewsletter, etc. But how do they do that beyond the mainstream social media methods?

[Me, myself and I]

Could put an ad their printed publication, give readers a chance to communicate with each other and offer material not available in the print edition. Also, they can put breaking news.