John Gapper:

The first question concerns barriers to entry. Small publishers, lacking the marketing and data analytics resources of bigger ones, have been at a disadvantage in building paid businesses. That is one reason why so many have instead stuck with ad-funded news.
 If Google or others provide technology and data analysis fairly cheaply, they will level the playing field. It will become easier for an array of niche publishers to find their markets amid the clutter. So far, there have been few subscription entrants similar to The Information, a technology news publisher founded by a former Wall Street Journal reporter. This may change.