There are also those who remain optimistic about the use of paywalls to help revitalize floundering newspaper revenues. Those who believe implementing paywalls will succeed, however, continually buffer their opinion with contingencies. Bill Mitchell states that for a paywall to bring new revenue and not deter current readers, newspapers must: "invest in flexible systems, exploit their journalists' expertise in niche areas, and, crucially, offer readers their money's worth in terms of new value."[1] The State of the News Media's 2011 annual report on American journalism makes the sweeping claim that: "[t]o survive financially, the consensus on the business side of news operations is that news sites not only need to make their advertising smarter, but they also need to find some way to charge for content and to invent new revenue streams other than display advertising and subscriptions."[38] Even those who do not believe in the general success of paywalls recognize that, for a profitable future, newspapers must start generating more attractive content with added value, or investigate new sources of earning revenue.[3]