revenue, which accounts for upwards of three quarters of total income. This subsidy covers the expensive printing and distribution costs of the publication which was estimated to be between 30-40% and 11% respectively of total operating costs in 2006. Although online advertisements revenue have overtaken their print counterparts recently, the vast majority of this is spent on search engines and pay-per-click content rather than more traditional advertising on news websites such as banners. Users do not appear willing to pay for general digital news content. Publications such as the New York Times have launched premium subscription based content TimeSelect in the past but uptake was low and it was eventually removed, but this is not to say that users will never pay for content, yet as of now it has not been successful for a mainstream publication as a method of generating revenue. James Jarvis, an American journalist, stated that "TimesSelect is dead...with it goes any hope of charging for content online, Content is now and forever free". One reason for this is that there is an abundance of free sources online for news, therefore few users will feel the need to pay for content that is available without charge elsewhere. Murdoch states that it is his belief that users in the future will indeed be willing to pay for digital news if the content is worthy, which is evident in the recent launch of The Daily, an iPad-only daily newspaper which sells at 99 cents (US) per week. In the UK, The Times newspaper (also owned by Murdoch) saw its readership decline by 90% in 2010 after it introduced a paywall. In response to Murdoch's article, Kathy Gill claims that customers will not pay for content that is available elsewhere for free and that there needs to be a distinction made between what they will and won't pay for. There are also claims of hypocrisy in what Murdoch says as The Wall Street Journal has been criticised for not providing links to competitors in their own articles. Attracting readers The globalisation of media and the new formats available are seen by Murdoch as an opportunity and the increased competition created good for consumers. People no longer want to be restricted by one format so newspapers must adapt their delivery models. Murdoch states that the customer base newspapers already have is an advantage as they can attract readers equally to