The whole thing needs a reframe. Ad driven business only works because its a race to the bottom. Now we are approaching the bottom, and its not gonna be as competitive. Throwback to the 90s when you paid for a search engine?
If you can charge the user (the customer- NOT the product) and then pay bespoke data providers (of which publishers fall under) then the model makes more sense, and LLM providers are normal middlemen, not parasites.
The shift is already underway imo - my age cohort (28 y/o) does not consume traditional publications directly. Its all through summarization like podcast interviews, youtube essays, social media (reddit) etc