He means that smaller publishers don't have a brand yet where people just browse directly to their site. Those smaller publishers get a disproportionate share of views when one of their article trends on google news.
The only news services that would survive this regulation are the public/subsidized ones, pretty much. Maybe that's exactly the goal: eliminate independent press.
Of course it would help a lot if they also dramatically revised the way they offer their content on the internet. Many news sites are rather awful.