There's no doubt that a publisher who can convince its readers to subscribe should absolutely do that. The problem is that outside of NYT, WaPo, and WSJ and niche or special interest publications, subscription rates are far, far lower.

The accessibility and ubiquity of the big names are creating a winner take all scenario. The buzzfeeds, along with traditional regional and local newspaper media, are forced to fight for national advertising income which is becoming less lucrative and more obtrusive by the year. Advertisers have all of the leverage.

Long story short, most for-profit general news media media is in a bad place with no way out.