I really want to hear the hypothetical ways in your mind; so far you have said nothing of value; just talking bad about current way of doing things instead of suggesting a way companies selling products could reach the market without using ads.
You set the price high enough that sites will want to actively switch to your network, since the premium users are worth a little more than the free users. And you require as a condition of membership that 1 article in 50 (or whatever) is premium-only content.