This is somewhat tentative. It can’t be as if most Times readers didn’t know the actual prices were going to be introduced. The switch has been well marketed to its core constituency and Times journalists have been getting out the message in their stories, too - some marked opinion (Caitlin Moran), some not (Richard Woods).

But effectively discounting the price by 30 times is a worthwhile exercise in getting those readers, some of whom will now be used to logging in via their free Times+ membership, in some kind of associated paying habit.

A poll commissioned by paidContent:UK of Times Online readers found a total 23 percent rated themselves variations of “likely” to pay, with four percent extremely unlikely, 13 percent somewhat likely and 76 percent not at all likely.

News International is also mailing some of its key contacts free complementary membership in an iPad-sized box containing a premium book designed to show off its journalism.

CEO Rebekah Brooks, from the announcement: “We have been very pleased with the response from readers since the launch of the new websites for The Times and The Sunday Times in May. The new sites showcase our award-winning journalism in a very visual way, giving readers exclusive content and interactivity so that they can get even more from the news. We believe the new sites offer real value and we look forward to continuing to invest and innovate for readers.”

Predictably, The Times sites have already lost market share behind the free registration wall. But News International is now more concerned with bringing in real money from loyal, regular readers than with appeasing those who come in via search engines.