Steve Buttry lets loose:
This can’t possibly generate significant revenue. Because they don’t want to cut into web traffic (and thus web advertising), they have structured this to apply to a small segment of their online audience (people who who read more than 20 pieces a month who don’t subscribe to the print edition and don’t find them through search or social media). This will be a trickle of revenue, not worth the time they spent developing the plan.
This punishes their most loyal readers for their loyalty: If you really like us and keep on coming back, we’ll make you pay. The hit-and-run Times readers can read for free without ever being bothered. What the hell kind of business model is that?