I don't see why they don't just better-optimize the website as an interactive news source. I can take the title of their top story and search google news... nothing... fail. They are poorly google indexed, and SEO seems like an afterthought - if a thought at all.
<meta rant>
Their title tag is static...like they're using a "website builder" Their Description tag is missing.
</end rant>
Not everyone thinks "I wonder what's in the newspaper today... let's check online.... now what was that web address for my local newspaper?"
More than half of my own site's traffic is through search engines, mostly google but bing more recently as well. Not to toot my own horn (too much) but my site generates a modest amount off of google ads, and has relatively low traffic considering I'm the designer, major contributor, and admin.
-also my site's google ads rotate against local ads, so they don't show every time on the home page.
I would think even a one-man-web-department could do better than a news director/tech admin/web-admin-on-the-side type like myself.
But hey, the domain expires in 2 months, maybe they're just trying to go out with a bang

Not to knock their new website and all, but dam... what I could do with 23k inbounds....