As it sees it, the tide is turning. Newspapers are reconsidering their free-for-the-taking strategy that was tied to expectations of advertising revenue from increased traffic. Rather, the approach now has to be to target an audience and derive a different stream of revenue from it.
The newsmagazine suggests that simply charging might make people feel that it's worth paying for, but its most interesting observation is in the conclusion: "One considerable advantage to building a paywall is that it forces newspapers to think hard about what their customers (as opposed to their advertisers) might really want."