This isn't...quite right.
Gannett suspects, perhaps accurately, that it can get away with paying on the cheap, and still get decent quality. Not Jim Wyatt quality, but not bad. For half or a third of the price.
There's good stuff on SB Nation and Bleacher Report, and some of those folks are paid for shirt, or not at all.
Part of how we got here is a whole underclass of writers, irritated by the objectivity and relatively dispassionate approach to the business, writing their own stuff for free, gaining a following, and trading the warm ego fuzzies of "exposure" for actual dollars. Then they go on local radio shows - also for free - and yarble on there for a 20-minute segment. As good as their content might be, written or spoken, they've done for the pleasure of doing it and a proverbial pat on the head, and it has killed the business. Killed it.