Well, I guess if it's the only way to go, we'll have to deal with the ads. I for one won't pay for a subscription to Blues News- I love the site, but I'm broke
However if you do run ads, leave the sound off; when we're browsing at work on our 15 minute breaks, we'd rather not alert the rest of the office. Also, I'm not too thrilled about large flash banners- I do have to connect from a 56k at home, and I'd rather not deal with that extra data sucking at my bandwidth.
I guess the pop-up ads are a necessary evil. The ones that really annoy me though are the corporate sites which throw up some pop-up ads as well- hell, they get revenue from other sources, they shouldn't be annoying me with pop-ups as well; and, if I'm already on their site, they've got my attention. They don't need to waste my time with additional pop-ups for their own products.