Maybe if there was a little more encouragement of non-paywalled submissions, where possible?

Here's a Bloomberg article that seems to cover mostly the same ground as this WSJ piece, for example: https://www.bloomberg.com/news/articles/2016-11-22/pilot-str...

Sometimes the WSJ or NYT or whoever just has something to offer that others do not. In many cases, though, it seems like there's other paywall-free reporting that could work basically as well.