The Wall Street Journal executives figure they might was well get some eyeballs on their website for quick cash, like burning the furniture for heat, because they know they have no future.
A fine analogy. So much of the "messaging" these days is for what will be short-lived themes.When traveling, I used to read IHT and WSJ bought in news stands in airport terminals and train stations, and read neither anymore. Ditto with Scientific American and some others of the same ilk. The youth these days don't read them, so time seems "short."