Beginning at 1 p.m. CST Monday, The New York Times will end free access to its Web site for non-subscribers. In erecting a paywall, executives at the Times are trying to walk a fine line: generate subscription revenue from avid readers willing to pay, while still retaining more the casual customers who boost advertising revenue with their clicks.

Analyzing online readership habits and polling data led the Times to set that fine line at 20 articles every four weeks. Click on fewer and you’ll have free access — but to get article #21, you’ll have to pay up. Get the full story »