Less than two years after ending its online subscription service, The New York Times Co. may begin charging readers for access to NYTimes.com, Bloomberg reported Tuesday.

"A lively, deadly serious discussion continues within the Times about ways to get consumers to pay for what we make," said Executive Editor Bill Keller, according to Bloomberg. "Really good information, often extracted from reluctant sources, truth-tested, organised and explained -- that stuff wants to be paid for."

The Times Co. ended its Times Select service in 2007, as less readers were available to advertisers, Keller said. However, the service generated about $10 million in revenue each year.

The publisher's fourth-quarter 2008 profits were down 48 percent.