when most consumers want to find something, they do a search. for that most go to google. they dont go to the economist. they dont go to HBR. as a result, if search is done right (quality results), free high quality web content will be found, read, shared, and read again. but there is no loyalty built there for the news source's brand. very few publications will get the status that the economist, wsj, or nytimes enjoy.