Division of labor?

It seems news companies return their focus from asking audience to pay to asking the platform or search engine companies such as Google and Yahoo to pay for using their news products. Is restricting or prohibiting other websites to use their news content for free a way to narrow the supply channels? Do ad revenues become a limited sources mostly occupied by Google? The big platforms do play a free-rider role in gaining money from other people's content, but on the other hand, they also do provide better system for users to gain information or for ad companies to get attraction.

Here comes my idea, will it becomes a broader division of labor? Google is in charge of the platform and ads service, and other news companies are in charge of the content supply, and they share the revenues together. Though it could damage the independence of news companies: people may be fully drawn to Google news and no longer stay at their own online news websites, but it seems no other choice if the current situation keeps going on.

My other question is, where the new business model should come from? Come from focusing on audience and consumers? on other news media? on the search engine giants? on the advertisings? on new technology? or on anything else? The initial concern of how to build up a model might be important. It seems there're so many focuses, just as the news companies' only strategy is to attract more and more people and write more and more kinds of articles, that hard to build up a general business model.