The money has to come from somewhere.

Agree - and I pay for news - but I also find it hard to imagine that the current morass of low quality, usually scammy, ads is the most lucrative way to monetize a news web site. It’s literally driving away views while attracting advertisers that are willing to pay less and less. We’ve hill-climbed onto a plateaux (hill-descended into a crevasse?) and everyone is too afraid to make the leap to a potentially better one because if they get it wrong they’ll end up with less or no income.