I don't think that's the case here though. It's hard for me to be objective, but I'm fairly certain this change was executed poorly and may have been an entirely mistaken course.
> ...[they] never suggest any specifically or show any evidence they would actually gain traction.
Leo Laporte makes $1.5MM/year on his podcasts with sponsorships. I doubt Mixergy will make that with paid subscriptions anytime soon, yet it has an even more valuable audience. TechCrunch makes a heck of a lot more than that. Imagine how much money Techcrunch would be making if it had gone subscription a year or two into its life.