Monetization without ads might be done (at least in part) via a paid smartphone app? You could offer the full site experience for free, and ad-free, but charge for the app with shopping list integration etc?
With that said, I wouldn't fear advertising on a site like this. It's a great chance for targeted ads, and a few unobtrusive ones would not detract from the service or experience.
I had to dig in and really look for the faq to get an answer to why instructions weren't showing up in a recipe - should you detect when instructions aren't present and put a little note as to why? Even better, let me know that I can click edit and copy/paste the instructions in myself when they aren't automatically retrieved.
Might be an edge case you want to investigate: The first time I tried to use the bookmarklet was on this page, and it did nothing: http://simplyrecipes.com/recipes/banana_bread/