communication [they]

At the end of 2022, it had just under 1.8 million subscribers, according to the authoritative Alliance for Audited Media.

I guess I don’t have context, but that doesn’t sound like a failing, unprofitable magazine in 2022?

I believe the reason that Rush publicised was that his vision wasn’t 20/20, but I suspect your point would have disqualified him later in the process anyway.