Two months after Rupert Murdoch's decision to erect a subscription paywall around the websites of The Times and The Sunday Times, thus removing their content from search engines, the bold experiment is having a marked effect on the rest of British media. There are many who still wish the 79-year-old mogul well, hopeful that he is at the vanguard of a cultural shift that will save newspapers. Yet elsewhere there is dismay among analysts, advertisers, publicists and even some reporters on the papers.

Faced with a collapse in traffic to thetimes.co.uk, some advertisers have simply abandoned the site. Rob Lynam, head of press trading at the media agency MEC, whose clients include Lloyds Banking Group, Orange, Morrisons and Chanel, says, "We are just not advertising on it. If there's no traffic on there, there's no point in advertising on there." Lynam says he has been told by News International insiders that traffic to The Times site has fallen by 90 per cent since the introduction of charges. "That was the same forecast they were giving us prior to registration and the paywall going up, so whether it's a reflection on reality or not, I don't know."

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