In the short term, it probably won't be, as other publishers such as The Independent enjoy a boost by picking up traffic now fleeing the charges imposed by The Times.
But these other publishers should beware. With consumers continuing to shift from print to online, the publishing world must create a working business model that is sustainable.
Surely it is obvious that nine daily national newspapers and countless regional papers cannot survive in the long term simply on the income generated from online advertising? How do we expect the journalists to be paid?
Ultimately, PROs need robust and broad media through which to communicate and the only way that this can occur is if media thrive thanks to the public paying a fair price for a fair product. So, as an industry we should be supporting News International's actions and encouraging other publishers to follow suit.
No-one likes to pay for something that was previously free, but it's shortterm pain for long-term industry gain.
Nick Fulford, MD, EdenCancan.