Embracing activism isn't necessarily a shooting oneself in the foot, it can be a way of trying to ensure greater profitability. A case in point is The Guardian which took a huge turn in the last decade ago from traditional British working-class themes to trans issues and the specific kind of race debates originating from the US. By doing so, the newspaper could, firstly, win the allegiance of self-identified "woke" readers (who are often affluent and thus a target for advertisers). But even for other readers, culture-war-related reporting can get people all fired up and thus generate views and ad impressions.