You clearly didn't read the article closely enough. The first header is "The Numbers Aren’t Working Out." If it was about the audience, they would have switched stopped earlier.
I read it, so don't talk down to me. The numbers are worse on other platforms that they use. And if it were just about the numbers, the article would just be about that.
[dead]
[dead]
Those numbers are the real news here - that's a brutal drop in traffic. Are other organisations seeing the same?