I agree: I think the dirty little secret about advertising supported journalism (or really most websites producing new "content" with some regular frequency) is that much of the "content" is absolutely vapid fast food.
I don't know what an internet without all of the worthless ad-supported "content" looks like, but however it looks, suspect it is the steady-state equilibrium that will exist in the future. Because the ad-supported business model -- bad UX by definition -- is so obviously a house of cards.