They should put open it up for free to reach the maximum audience, but to compensate for the lost revenue they could get a company to fund the article in exchange for prominently placing an image or text about said company ...
"Social networks are not the only medium allowing the group that advertisers most covet—the better-off with money to splurge—to wriggle beyond their reach"
I wonder what the median disposable income of people who use archive links to circumvent paywalls is?