Last time I checked if you went in front of investors and said “hey, I want to make a business where nobody wants to pay, not even a dollar a year” you would be laughed out of the room.
So. I think that is your problem. Maybe make a business where people are wanting to pay for the content? Think about how much more money you would make!!!
I agree with you completely, and there are voices within the organization advocating for that as well. Big legacy mainstream media companies move at a glacial pace and making that kind of change takes a lot of time and buy-in throughout the whole org chart.
And, somewhat counterintuitively, I think it's also important to note that sometimes what the journalists want to cover and content that people want and are willing to pay for aren't always the same thing. Additionally, sometimes what people want and are willing to pay for doesn't sit well with advertisers, so it is always a nuanced balancing act.
What is weird is people use to pay for news papers and magazines. Yes there were some ads, but people still had a leg in the game by way of paying, it kept it balanced.
The internet grew up so fast and easy payment methods lagged, and still so mostly.
I figure out for my self if I can use Apple Pay, then I buy stuff, but if I need to do more than double tap on the power button I am out.
So. I think that is your problem. Maybe make a business where people are wanting to pay for the content? Think about how much more money you would make!!!