The model is designed to allow the paper to "retain traffic from light users", which in turn allows the paper to keep their number of visitors high, while receiving circulation revenue from the site's heavy users.[29] Using this model The New York Times garnered 224,000 subscribers in the first three months.[2] While many proclaimed The New York Times' paywall a success after it reported a profit in the third quarter of 2011, the profit increase is said to be "ephemeral" and "largely based on a combination of cutbacks and the sale of assets."[30]