The "hard" paywall, as used by The Times, requires paid subscription before any of their online content can be accessed. A paywall of this design is considered the riskiest option for the content provider.[25] It is estimated that a website will lose 90% of its online audience and ad revenue only to gain it back through its ability to produce online content appealing enough to attract subscribers.[25] News sites with "hard" paywalls can succeed if they: