Watching this very closely, I pay for a WSJ subscription because I think their content is better than most, and also because I get sent alot of links to their content. Something about this later point feels like the argument people make about using Office because people still send them Excel and Word docs.

Similar to how software companies release free software to augment what makes them money, Bloomberg is able to spend a lot of money on producing content that is sponsored by their terminal subscriptions.

The WSJ might be in a unique situation where their primary audience will pay, often due to companies footing the bill for employee's, so perhaps they can be one of the few news producing companies that doesn't have to depend on Google for traffic in that their primary audience loads up their front page multiple times a day just to see what's there.

I wouldn't be surprised if they did a deal with Bloomberg to provide their content on terminals to further strengthen their ties to their core audience.