Or they aren't charging enough.

Lets see what we can do about that! I think I've heard their name but I don't know anyone that subscribes but I'm interested now, my guess is with the vast amounts of stuff to read out there its hard for quality to shine entirely on its own. Especially when clickbait is so much more appealing to some people. I think it has become more clear to people that quality journalism (science and otherwise) is not going to be free so the glut of free media might be subsiding some (I know I pay for a lot more media than I ever used to). I'll subscribe and hawk it on my various social media outlets.

I'm quite surprised by the merciless downvote: all I meant to indicate is that however many subscribers they have, it clearly (a) isn't enough to sustain them financially and (b) would be better for scientific literacy if a wider reader base were extant.

Anyway, I've subscribed. Overseas subscriptions are surprisingly expensive on account of the international shipping, but I like print.