It needs flushing.
The Athletic has continued to lose money after the Times Company bought it, though revenue has increased. The Times reported that the sports site had lost about $36 million from the time of the acquisition to the end of 2022. The Athletic operates separately from The Times's newsroom and sports section.12 Jun 2023
The Athletic Lays Off Nearly 4% of Its Newsroom
So, quite clearly not a "one man his dog social media operation". Unless that 4% is the dog's left ear :o