You're assuming the only way to make it a viable living is via advertising. I pay for the Economist, Bloomberg Businessweek, National Geographic and others. I

You're assuming the only way to make it a viable living is via advertising. I pay for the Economist, Bloomberg Businessweek, National Geographic and others. I would pay more for them, sans adverts. If you can't produce content that people want to pay for, what are you actually doing?