True things never need to change -- but businesses have to, to meet prevailing market conditions. In all fairness even if there was such a thing as "God's organisation" it would have to change as culture changes but it would not change doctrines would it?
Since the Watchtower is market led and not by God, it has had to rebrand and use new methods and especially electronic media for keeping up subscriber numbers.
So is the new fangled film and TV media expenditure working? Alas, in the Western World it is not.
With all the hype of the imminence of "the end" the number of Witnesses in the developed world is not increasing it has levelled off at zero increase with a prospect of seeing decline in the near future.
Only where people are desperately poor or uneducated and without the internet does the JW faise kingdom promise bring forth new converts. It is worth remembering that these poor and those from unstable war-torn lands are not financial contributors to the WT, they are a drain, a fact no doubt weighing heavily on the minds of the GB.
Their response has been to beg for money from the rank and file -- and (yes Phizzy) to sell off the family silver so to speak i.e. realise the capital in the kingdom halls which were taken away unceremoniously from the individual congregations and which are now being turned into cash to keep the cult going.