Or someone can invent an ad supported business model that isn’t abusive.

A lot of print magazines, like Vogue or even Field & Stream, are like 60% or more full page ads. But if you’re reading something like New Bride magazine you’re probably actively shopping for wedding dresses and flowers and such, so the advertising ideally works as part of what makes the magazine valuable for the reader and the advertiser.

The real problem is that the finance and business folks are addicted to performance metrics and they preferentially put their money towards things that can be represented as graphs because it’s hard to argue with a graph. Jon Gruber has a vague sense for what sort of audience he has and what they’re into, so he can pitch advertisers on the idea that by advertising with him they’re going to reach an audience of Apple enthusiast technologists who presumably care about design and UI/UX and whatever other intuitions he has about his readership. But none of that is a quantitative metric, so only a small market is open to putting money into it.