Starting today, readers without a New York Times subscription will only be able to read up to five free articles per month — half of the previously allotted 10 articles.

As reported by Bloomberg, the decision comes as the The New York Times Co. seeks to increase its paid subscribers at a time where demand for journalism is “at an all-time high.” The Times’ executive vice president and chief operating officer Meredith Kopit Levien describes the current climate as a “a very hot news cycle,” with ongoing news about the Trump administration and sexual harassment cases across various industries.

”We think it’s as good conditions as any to demonstrate to people that high-quality journalism is something to be paid for,” Levein told Bloomberg. The last time the company added a significant paywall was in 2012, when it first introduced the 10 free articles limit.

The New York Times Co. recently ran several subscription promotions, giving away bundled memberships with Scribd, Spotify, and even a free Google Home device for new digital subscribers. (The latter promo backfired, as some intrepid consumers learned they were able to cancel their subscription after redeeming a code for the smart speaker.) Currently, the cheapest Times subscription is $10 a month for the first year if you’re a new subscriber, which grants unlimited access to digital articles and NYT apps.