I never understood the point of “Unlimited”...The concept was that the online version is not bound by the limitations of print, and hence the online site for Guardian was Guardian Unlimited, but it was a bit too obtuse and clunky. Now, Guardian has dropped the extension from the branding of its website, and is now called Guardian.co.uk, reports NMA. This comes after a major redesign of the whole site, done in stages. The site is among the biggest in the country, and has more unique users than any other British newspaper site with an ABCE of over 18 million.

Also, we reported yesterday on Guardian outsourcing its ad sales in U.S. to Reuters.