Steve Yelvington with Morris Newspapers has done the math on a soft paywall as proposed by the New York Times (we discussed this last week).  Steves figures that a newspaper should be prepared to give 35 to 55 percent of their advertising inventory by implementing a soft paywall because power users account for 3.5 percent of an online newspapers audience creating 35 percent of their pageviews. Last week Yelvington addressed how a soft paywall isn’t really a paywall at all for users who have a little tech knowhow to clear their cookies and look like a new user to the paywall.