I feel they'll be one of those types that will just continuously have offers, and if not, people will just wait out until there is one. Still, if that garners enough interest, it's still a sustainable business plan.
I feel a lot of people just look for United/PL articles, so it doesn't seem quite as good, but for me, I love reading about all the major leagues, historical players and teams down the years etc. So I love the website. Also recruited some journalists I was quite big fans of before, like Horncastle, Cox etc.
Only request would be if they could put articles into text-only format for Kindle compatibility, as I don't really like reading long articles/stories on computer screens.