If I visit a web page that has an ad then that might net the website owner $0.001 (or something along those lines, I have no real figures). I would personally have no problem paying $0.002 per page view to get an ad-free site. No subscription, just pay a very small amount per view or get ads.
From my point of view, which is probably naive, the website owner would rather have $0.002 instead of $0.001 per page view.
Actually transferring fractions of a cent is of course difficult, but there are ways to work around that.