Given the overwhelming opinion that, regardless of paywall success, new revenue sources must be sought out for newspapers' financial success, it is important to highlight new business initiatives. According to Poynter media expert Bill Mitchell, in order for a paywall to generate sustainable revenue, newspapers must create "new value"—higher quality, innovation, etc.—in their online content that merits payment which previously free content did not.[15] In addition to erecting paywalls, newspapers have been increasingly exploiting tablet and mobile news products, the profitability of which remains inconclusive.[64][65] Some newspapers have also embraced targeting niche audiences, such as the Daily Mail's Mail Online in the UK.[4] Another strategy, pioneered by The New York Times, involves creating new revenue by packaging old content in e-books and special feature offerings, to create an appealing product for readers. The draw of these packages is not just the topic but the authors and the breadth of coverage.