Interesting media strategy | 媒体的经营策略

I had seen the New York Times buy celebrity key words before to drive traffic as a kind of advertising arbitrage, but it was interesting to see the News of the World operate a similar play to trawl for potential paying subcribers for its online paper.
hurley advert
I maybe wrong here, but the whole benefit of subscribers is that they are more engaged and have a deeper relationship with the publication; so it makes me question how effective this advertising trawl would be and the veracity of the ‘engaged reader’ claims in the first place?