The New York Times’ decision to drop its outdated subscription model appears to have paid off, with visitor numbers increasing by almost 3m in October.

Figures from Nielsen/NetRatings, quoted in WebProNews, show that the newspaper’s online audience grew from 14.6m in September to 17.5m last month.

The paper decided to drop its pay wall back in September, reckoning that increased traffic and subsequent ad revenue would be more than enough to offset the loss of the $10m per year it received from subscribers.

In the UK, FT.com has also recently made more of its content free to view, while Rupert Murdoch announced last week that the Wall Street Journal will soon be free to access.

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