If it's exclusively a paid service, then why do they have ads? I can't tell for certain if they do in the paid version, but looking at the sample page on the "subscribe now" link, there appears to be an ad for something like a smartphone.

And plenty of other newspaper sites give content for free, and only lock older articles. They seem to be doing well enough with that model.

edit: and then why allow Googlers to access everything for free?