The reduced advertising revenue is due to Coronavirus, not FWR, and as R0 points out the subscription model has been in the pipeline for sometime.
I also happen to believe that allowing the debate about women’s rights is a business decision, despite how it’s dressed up. Back in the day, Mumsnet’s USP was the quality of the discussions when compared with Netmums and others. Mumsnetters were better educated, and if they used swear words at least they were spelled correctly. The 2010 election was the Mumsnet election, politicians couldn’t wait to tell us what their favourite biscuit was because Mumsnetters votes mattered.
But the site has changed, accelerated partly by penis beaker. It’s bigger and attracts a different demographic, discussions have changed and most of the original posters are long gone. FWR though retains some of the early spirit. Feisty, intelligent discussion, advice to other women and updates on campaigns and legal proceedings. It’s no surprise that posters - and I’m one - who joined during mat leave have gravitated over here. So yes, I think FWR does matter to brand Mumsnet, because they need the quality of discussion here, and just as importantly, the income, of posters to sell to advertisers.
We are most definitely a product.