What to make of the paywall figures from The Times?

PR Week has a piece on today’s figures from The Times and Sunday Times, including this from me:

Mark Pack, head of digital at MHP Communications said: ‘In order to make full sense of these figures we need to know how they break down between people making a one-off payment for 24-hour access, people buying more than one period of 24-hour access and people who have purchased permanent access. The risk is that people look at the headline figure and assume it means more readership and more revenue than is almost certainly the case. However, these figures look more promising for the paywall’s early days than many people predicted.’