NewsCorp Paywalls lose Exclusives, Advertisers

Techdirt's latest story on the ongoing saga of the Murdoch media paywall rounds up the apparent effect on the ability of the Murdoch media to break stories (How Murdoch's Paywalls Meant Some News It Broke Went Unnoticed & Uncredited | Techdirt) - no-one notices. This on top of falling advertiser revenues makes me wonder how long they plan to continue the paywall.  On the other hand, they've just moved The News of the World behind the paywall. I read a multitude of sites regularly - using the Feedly front-end to Google Reader - and I probably do so just as most web users do.  I'm what you might call a 'fly-by' reader - I follow links from feeds, twitter, other websites.  I don't read on line newspapers as I do (did) print newspapers, I read single articles.  Paywalls just mean I don't go to those sites, so when the NewsCorp paywall went up, I went elsewhere. I guess the big question for NewsCorp is whether paywall income compensates for the loss of advertiser revenue.