If failing print publications go online-only, what can struggling websites do, short of closing? Turn into microblogs, naturally. It seems to be working for AdWeak, the advertising world's own Onion.
The satirical publication has done websites, a blog — and now it's moved to Twitter, per a recent editor's note. The transition would seem to be a success — updates have been much more frequent since the posts started appearing on the microblogging service; AdRants proclaimed that the site had "returned triumphantly."