Found a link to a story on digital downloads
ABC and BPA Worldwide are talking to each other about how to define a download. I think the SVG option that the Independent is looking at could change things. The issue seems to have started around a PDF option for the Guardian showing the complete photo and illustration content. This is different to the text content freely available on the website. But the web through SVG could offer a completely new graphic experience, different not worse to what is on the printed page.
The advertisers can probably influence this when they work out how the advertising should be designed. The figures in the mediapost article show they are now increasing the spend through websites, back on growth and almost twice the level of 2000.