If the it's neoliberal journalism surely the market, rather than ideology, should decide how it should be paid for?

Currently, the market seems more keen on ads.

Personally, I'd be happy to pay for investigative journalism (e.g. https://www.buzzfeednews.com/investigations)... but not the kind of journalism which cites "tweets" as research and doesn't think enough of its journalists to give them a byline.