NYT’s Newspaper Traffic Share Hits One-Year Low

Via Ad Age:

The paywall introduced by The New York Times at the end of March is hurting traffic to its website, as expected, but perhaps within acceptable levels.

The New York Times’ share of United States page views for all newspaper websites dropped from 13% in March to 10.6% in April, its lowest share in 12 months, according to new data from ComScore.

Page views from March to April declined 24.4% at The New York Times Online while slipping just 7.5% for newspaper sites as a group, according to the new ComScore numbers.

And though the overall amount of site traffic is down, the amount of subscribers that the new paywall has added may lead to an overall gain in revenue:

An analyst also said today that the paywall may be working. “Our framework suggests that even if The New York Times loses 20% of its web traffic, it will need to add about 107k subscribers to break even,” Citi analyst Leo Kulp said in a note to investors.

Times Co. management said during its first-quarter conference call on April 21 that it had already added 100,000 subscribers, Mr. Kulp noted. That doesn’t count home-delivery subscribers who get digital access free or the heavy users enjoying free access all year courtesy of a Lincoln promotion, but it does count people still enjoying a 99-cent introductory rate for their first four weeks.

Nat Brown — Nat Brown is a former deputy managing editor of National Review Online.

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