The graph below depicts a large traffic drop in the number of monthly visits*:
This represents a 277k drop in the number of visits the Times Herald-Record since September.
However, the following graph shows most damaging evidence that the change to a pay structure isn't going well*:
Three months after going to the pay-for-access plan, the Record has lost 1.7 Million pageviews to their website.
What does this mean?
Well, to you and I, it means we are reading the online version of the Times Herald-Record much, much less than we used to. And the trend appears to be continuing downward.
However, if I were an advertiser, I would be demanding a reduction in my ad rates. Three months ago, I was getting 250k - 1.5 million more impressions of my ad. Personally, I would be pissed if a reduction wasn't offered.
Given the downward slide to irrelevance, it forces one to wonder, does the number of paying customers to their online content offset the loss in ad revenues? I seriously doubt it.
*Statistics courtesy Quantcast.com
