How do you spend $40 million on a pay wall? You don’t

No real surprises here: Sulzberger says the NY Times pay wall didn’t cost $40 million. Or even close.

He doesn’t share any further details, but my bet is that a lot of that $40 million is marketing and first-year revenue loss, tracked as a cost (with the assumption of better numbers in the out years).

Tim Windsor

VP, Content & Conversion at LendingPoint LLC
I lead media companies and other organizations that want to develop and improve their mobile and digital strategies and technologies, grow audience, and build sustainable digital revenue.