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July 20, 2010

Times Online loses 66% of readers

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by David Allen

When News International announced that it would be charging its online readership to access the Times online, industry experts forecast that the readership would fall away by around ninety per cent.

In fact, it seems that the experts underestimated the loyalties of the Time readership as figures released show that the Times Online has lost sixty six per cent of readership since it started charging on the 2nd July.

According to the data compiled by Experian Hitwise, the drop started just after the announcement by Rupert Murdoch.

This was around five weeks before the actual start of pay to read.

Currently the charge is only a £1 for the first 30 days, but the company intends to change the pricing to around £2 per week.

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1 Comment »
  1. Would like to see what this has done to total site revenue. Reduced advertising revenue (by 66%? assuming pay per click or per impression) with a very small increase due to subscription revenue.

    I bet they are down significantly overall with likely a negative spin off effect for the printed paper.

    This is 66% - so far - but there is going to be the inevitable natural wasteage as time goes by - so how many new users have signed up to this service?

    Comment by anon — July 20, 2010 @ 2:00 pm

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