A new, nearly-but-not-quite-SMART objective for former BBC DG Mark Thompson, now CEO of the New York Times.
The Nieman Lab has spotted this sentence in a briefing Thommo gave last week... "The ambition of having 10 million digital subscribers is possible for us". Inelegant, and not time-related, but it boosted the share price.
The NYT currently has 1.6m digital subscribers, 13% outside the USA. Back at the BBC, Lord Hall has a self-imposed objective of 500m users around the world by 2020 - only those based in the UK definitely need to pay.