I'm not implying that they are using the bombing for financial gain, however it is clear that horrific(and great, positive) events correlate with a certain spike in revenue in the news industry. What I am proposing is charity. Suppose event X creates Y dollars in ad revenue from it's initial spike in traffic. This would be a donated percentage of that money. Let's not forget that reputation is a key factor for creating loyal users.

If one had to choose between news service A vs news service B, knowing that choosing A has the implication of assisting those in need, people are going to choose A.

Call it pre-emptive humanitarian news campaigning.