You can see it already on sites like Reddit and Buzzfeed, users block ads so the only solution is paid content hidden as user content. Be happy that, for now, it is more lucrative to separate the ads from the content, because the alternative is even worse.
In some ways, this last shred of free journalism we all enjoy online is because of those big ugly ads. Without them, no journalism, just illusion.
The breadth of online journalism we see today is precisely because of those ads everyone claims to hate. It allows anyone to quickly join the pot and lets the market decide their value. Without ads we'd be stuck with the 4 fuhrer model we had for the last 100 years.
Also, it's been tried before and has failed every time.
A subscription based donation system might still work though.