On Oct. 18, 2011, with circulation down to about 94,000 on weekdays and 129,000 on Sundays (down from 164,000 and over 231,000 in 2005), the Journal renamed its website providencejournal.com, a move which meant that most of the previous Internet links to its content no longer worked. It also began implementing a system to require online readers to pay for content. Interactive images of its newspaper pages were initially available on personal computers and on the iPad for free. The paywall was put in place on February 28, 2012. The new website was part of a larger rebranding project by Nail Communications which also included a campaign entitled "We Work For The Truth". The rebranding failed to stem the circulation decline.