If people are using a free service and not your paid service, then a the least you can determine they don't see enough value in paying to receive your service than usign the free service.
If you are lucky, that's because your prices are simply too high for your content, or your payment mechanism is too difficult, or something like that. If you are unlucky it's because your actual content is bad, in which case you have nothing worth charing for to begin with.
I don't read much foreign or English news outside of Slashdot, but I get news on my phone in real time. There is the free Yahoo news service but I also subscribe to the Yomiuri which if I remember correctly is 63 Yen (like 65 cents US) per month and has a lot of good content. If your content is good enough and your price is cheap enough people will willingly pay for it, it's as simple as that.