Internet version of the paper profitable. The Journal aggressively marketed its news on the web, pushing to get detailed stories onto its website, projo.com, before competing radio, television and other print outlets. But circulation continued to decline and online advertising failed to compensate. In June 2011, the Journal laid off more than a dozen employees and eliminated its Promotion Department which had internally handled the newspaper's marketing and community affairs events for decades. On Oct. 18, 2011, with circulation down to about 94,000 on weekdays and 129,000 on Sundays (down from 164,000 and over 231,000 in 2005), the Journal renamed its website providencejournal.com, a move which meant that most of the previous Internet links to its content no longer worked. It also began implementing a system to require online readers to pay for content. Interactive images of its newspaper pages were initially available on personal computers and on the iPad for free. The paywall was put in place on February 28, 2012. The new website was part of a larger rebranding project by Nail Communications which also included a campaign entitled "We Work For The Truth". The rebranding failed to stem the circulation decline. Throughout most of its history, the paper was privately owned. After the Journal became publicly traded and had acquired several television stations throughout the country (as well as cable television systems under the banner of Colony Communications; these systems were sold to Continental Cablevision in 1995), it was sold to the Dallas-based Belo Corp. in 1996. Belo also owned several television stations. The company later split into two entities and one, A. H. Belo, took control of the newspapers. On Dec. 4, 2013, A. H. Belo announced that it was seeking a buyer for the Journal, including its headquarters on 75 Fountain St. and its separate printing facility. The company said it wanted to focus on business interests in Dallas. Workers were not surprised because the announcement came after the company sold one of its other papers, the Riverside Press-Enterprise in California. A. H. Belo announced on July 22, 2014, that it was selling the paper's assets to New Media Investment Group Inc., parent company of Fairport, N.Y.-based GateHouse Media, for $46 million. By then, the Journal'''s Monday through Friday circulation had dropped to 74,400, with an average of 99,100 on Sundays. Its website was getting 1.4 million unique users on an average month. The sale