People subscribe to podcasts. Why couldn't people subscribe to his site (for a trivially small payment) and get access to one new article per week? (Or access to 50 articles for a set period of time.)
If the content is good, then people will be willing to pay for it. That's how books work. That's how, for example, wikipedia works. That's how newspapers work (although of course many have been failing).
I'm not saying the site is perfect, rather, a more appropriate use of ads and how they are displayed. This is to counter the auto-playing pop-ups you can never seem to exit from and only mis-click on.
