I think it's worth noting that news organizations are struggling not because less people are reading news but rather because advertising is so cheap now. When newspapers were the only advertising source they could charge high prices. Then TV came out which hurt them, but this was balanced by TV spending some money on journalism. Now with the internet the prices newspapers can charge for advertising is sooo much less than they could previously.

Anyway, I think it's worth noting this because there's this narrative that news organizations helped build up social media (and maybe deserve a cut). I mean really, how many people decided to make an Instagram account or Facebook account because CBC happened to have a page they could follow? Of the people I know who use Facebook or Instagram, none use it for news. This also means that utilizing social media to drive traffic may still be a good strategy - if the government hadn't effectively blocked that.