It's all about the demise of paper. They were a corporation that made money from book sales. The religion part was never that important.
Newspapers are going under because of the rise of digital media. Book publishers just aren't profitable anymore. Their business model no longer works because of changes in technology
They are struggling to find a way to be profitable in the new digital world. One way seems to be pushing donations as a funding source. There seems to be some succcess with per publisher rates at assemblies. They have convinced congregations to send monthly donations to headquarters. They will push as close to tithing as they can get without turning people off.
Until this new business model stabilizes them, you'll see consolidation measures taken to keep what they can, sell what they can't and move assets around in shell corporations or offshore to avoid loss to lawsuits.
The problem is that people want something in return for their donations. They don't seem to be giving back much. So they really need to double down on the religion part. They might need to reinvent it to be more palatable while maintaining enough of the old school basics to keep the elderly.
People are willing to give up money for stuff they deem valuable. WT needs to think really hard about what that stuff is exactly.