J.P. Morgan Securities thinks it will reflect well on the bottomline: “This step will also help the publishers ‘test the waters’ and determine how much revenue they can capture from the existing, largely unpaid online audience,” the broker told clients. “According to Nielsen, unique visitors as of March 2005 were 10.4 million. Assuming 300,000 TimesSelect users, the NYT would earn roughly $15 million in incremental annual revenue.”
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