"Ever thought the ad revenues will be greater than ANY subscription fee will ever bring in?"
In the past, maybe. The old model worked by an arrogant industry doing exactly whatever pleased them, using the consumer's paid-for bandwidth to insult the consumer's intelligence with inanities and offend their senses with offensively attention-grabbing gimmicks. To that has now been added the delivery of malware.
In the past the consumers had to put up with it because there was no defence; now there is so that old model is no longer viable. Those revenues are no longer going to be available. The publishers are going to have to rethink their business model.
Let's remember there are four groups involved here:
1. The actual advertisers - those who have products or services to sell.
2. The advertising industry.
3. The web-site publishers.
4. The public.
1 wants to favourably influence 4. 4 wants to use the product of 3. 3 wants to be paid. Currently 2 sells its services to 1 and pays 3 to impose its product on 4.
The rise of ad-blockers quite unequivocally tells us one thing: 4 doesn't like 2's product. It shouldn't take too much reasoning to conclude that this dislike will wash over onto 1. When 1 actually cotton onto that fact it really is game over for 2. In fact 2 really ought to be keeping quiet about the whole thing and the only reason I can come up with as to why they aren't is that they're so full of themselves that they really think they can overcome ad-blockers.
So far the only solutions 2 have are to persuade 3 to block 4 (which ends up having 4's dislike spill over onto 3) and to have folk like FF22 stand on the sidelines yelling at 4 to the effect that 4 really do like the advertising or some such nonsense. That isn't going to work if only because malvertising is making ad-blocking a required part of users' security alongside anti-virus. There are a few possible outcomes:
2 get their house in order. They reign back on the offensive adverts and they get a firm hold on malvertising. They then persuade 4 that it's OK to stop blocking on the basis that they really have cleaned up. The longer they keep up with their present ideas the more difficult that becomes.
3 adopt a different business model, either by subscription or by hosting vetted ads themselves. This to a greater or lesser extent cuts out 2, especially the "creative" element of 2 that's responsible for creating the obnoxiousness.
3 go out of business taking 2 with them.
1 get the message and walk away from the whole mess taking out 2 & 3.
What's the best option for 2?