Starting in September, the NY Times will charge an annual subscription fee for a “Select” service, including editorials, op-eds, and archives. Basic news content will remain free. Times chair Arthur Sulzberger Jr remarked that though online advertising is undergoing exponential growth, it is just a matter of time until it flattens out and assumes regular cycles, like in print advertising. Is the free content joyride gradually coming to an end? Or is the Times pounding nails into its own coffin?