The Times‘ share of newspaper Web traffic dropped to 10.6 percent in April, which is when the site initiated its paywall, requiring users to pay a fee once they reach a certain number of page views.
The Times‘ share of newspaper Web traffic was 13 percent in March of this year and 13.5 percent in May 2010, according to comScore data.
The site’s overall page views dropped 24 percent, and unique visitors dropped 13 percent. But the Times isn’t worried—or at least it’s not saying publicly that it is.
A Times spokeswoman told Advertising Age: