READERS and advertisers of the Times will be able to click onto and benefit from a pioneering new on-line service being offered from next Thursday.

West Devon's favourite local newspaper is enhancing its on-line facility — and taking a giant step into 21st century inter-active communication.

From May 7 access to a full copy of the Times on the website will be available through subscription. 

The immediate benefit for advertisers is that readers will be able to click on to the paid for advertisements and be linked directly to that company's website or e-mail system.

Readers will also be able to use the search engine to find goods, services and events being advertised or editorially covered in the Times.  No special software is required to view the site.

News stories and advertisements may also be enhanced by video and audio clips.

But the paper will, of course, still be widely available in its traditional newspaper format.

Lyn Roberts, Times general manager, said: 'The future for the newspaper industry is digital and it means we can give our  readers and advertisers a fuller and more comprehensive service.

'By going on-line with this new subscription service it takes the Times into the 21st century.'

The cost of the on-line subscription is just 55p per week, 13 weeks £6.95, 26 weeks £13.95, 52 weeks £25.

However, those not wishing to subscribe may still enjoy access to selected stories and many other great features on the website.

Colin Brent, the editor of the Times, is looking forward to the challenge for preparing the latest in local news in both print and digital media.

He said: 'The Times will strive to maintain the best of  its tradition in reporting, but at the same time it will embrace the latest in modern technology. 

'We hope this new service will extend the Times' appeal to a wider audience.'

The Times has been selected as one of the first newspapers in the nationwide Tindle Group to offer such a facility. 

It joins the Yellow Advertiser, Basildon Advertiser, Enfield Gazette, Glamorgan Gem, Forest of Dean and Wye Valley Review and the South London Press in the innovation promoted by the company.  

Brian Doel, the group managing director of Tindle Newspapers, said: 'The benefit is that we are entering the internet age with a solution for a newspaper, which has already been in existence for more than 150 years, so that it will now be set up and ready to compete for the next 150 years.'