The New York Times according to its financial reporting had over $340 million in digital advertising (including About.com and Boston.com and some other sites) representing growth of over 15% from 2009. I have seen estimates of around $100 million generated in subscription revenues by the paywall. I frankly have no idea how accurate this is, but what I am most curious about is the estimate of advertising revenue loss from page views (recognizing that the tiered access model means that the Times doesn’t lose page views of all non-subscribers). How much of a gamble is the Times taking with its digital advertising revenues? Has the Times done all it could to optimize its search engine results? Maybe hire the JC Penney or Demand Media guys?