The NY Times Traffic Declines 24.4% Between March and April After Adding Paywall

Posted May 12, 2011

After adding a paywall in March, website traffic at The New York Times Company (NYSE:NYT) has dropped 24.4%. According to a spokeswoman at The New York Times, the numbers are better than their own internal predictions. Despite the drop in numbers, The New York Times was able to retain their unique user, pageview, and engagement rankings. “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,” stated Citi analyst Leo Kulp in a note to investors today. [AdAge]