Times Online’s last published traffic was 20,418,256 unique browsers in February, an average 1,215,446 a day and an average 4,980,134 daily page impressions. A third of traffic was domestic, two thirds from overseas.

But Murdoch increasingly is going for bankable consumer income over online ads. He isn’t alone in deciding the quest for unique eyeballs, against which to sell ads, should not be the only game in town - but Mail Online and Guardian.co.uk recently renewed their belief that news sites with scale can still profit well from advertising. The new Times sites will also retain advertising.

If last year’s PCUK/Harris Interactive poll, which found that only five percent of people will pay to read their favourite newspaper online, is borne out, the forthcoming TheTimes.co.uk would find its readership dropping to 60,772 users a day.

In fact, it could be less than that since the current 24/7 Times Online is being separated in to the daily TheTimes.co.uk and a weekend SundayTimes.co.uk site. But it’s worth assuming that News International has done its own research on its own readers that draws a more favourable conclusion.

Editor James Harding said in March: “I think we will lose plenty of unique users, but we will grow the number of regular readers and, more important still, contributors to The Times. And I think we will attract a new kind of reader to The Times.”

And Times assistant editor Tom Whitwell said: “The focus is preparing to serve a small, paying audience.” He also expects that “drive-by traffic will fall significantly”.

The big question now: can the new sites make more from reader payments than from ads? Or will they push enough Times Online readers to the print edition that dead-tree revenue rises? It’s a brave person who answers “yes” to either. Many consider tabloid The Sun’s website will be still less successful at charging online, as Murdoch is also planning.

Both sites are relaunches (not just charging for the same old Times Online), will be more closely linked with their print counterparts and plan additional features, including daily debate and a Culture Planner tool. Little more is known about what else might be up News International’s sleeve. Preview the new look.

Update: News International says: “News International has suspended the public reporting of monthly ABCe website traffic for Timesonline and The Sun. News International continue to subscribe to and support ABCe and are working with ABCe to help evolve metrics related to engagement as the business models evolve.”