They did it to themselves by starting out with free journalism everywhere on the net. And then it took them far too long to finally realize that ads alone weren’t going to pay the bills. If they had stuck with the magazine rack style from the get go (pay for it + ads) it wouldn’t be an issue.
If you give everything away for free for thirty years, Then make it worse, and then suddenly charge for it, you’re going to have a hard time getting money.