One thing I'd suggest is try to have ads hosted at e.g. adserver.bluesnews.com or something, they seem to be currently from a well known advertiser and hence ad-blockers like mine [TweakXP Pro] dont show them up at all. By hosting them from a domain unique to blues, people would have to add them specifically. Few will bother to to this since the ads here are generally unobtrusive; dont take all day for us narrow-band connectors to download; and is anyway the sort of quality site most of us would rather support.
Another consideration perhaps is a unobtrusive sponsored link to buy from amazon or wherever, a few places have this and its normal price for people who buy that method, and the source site gets a cut. Aslong as its a quiet unobtrusive link, used only on larger posts about that game, I think a lot of readers would find this an excellent way to support the site while buying something they were going to buy anyway - I normally buy from play.com but would buy from amazon if it was similar price and would give some support to a fave site. Like the current ads these could do with being location-specific.