Since The Times’s mobile products are partially supported by advertising, it’s counterintuitive to drive down the number of ad impressions by cutting off enthusiastic users just as they’re getting excited about the content. Ten articles per month just aren’t enough to justify keeping the apps installed; it’s almost insulting. The proof is in the plummeting App Store ratings as well as in the company’s usage statistics, which I suspect show readers returning less frequently since the change.
I read the Times every morning and have for the past five or six years. So let’s be honest: Not only are their subscription plans inscrutable (separate plans for smartphone and tablet access? Why?), but the new 10 articles-per-month limit is clearly designed to coerce people into subscribing. But instead of convincing more people to subscribe, it’s likely to piss more people off and turn them away from the Times.
It appears that the Times doesn’t have a unified strategy to transition their company to digital. Sad.