I've worked pretty hard to pull away from the mainstream dead-pulp press sites unless they offer a variety of features I think are necessary:
1. No login, but if I do voluntarily create an account, I should get some advantages (targeted ads would be nice, like Facebook where I can vote on ads)
2. Comments. If the deadpulpsters don't want my input, I don't want theirs.
3. Reasonable variety of facts over what the AP and other wires vomit. Originality counts, even if I disagree with it.
Yet there's another short-rule I follow: if they're going to put up ads that make no sense, I will generally back off of their site. I don't use adblock because I am WILLING to visit advertisers of the blogs and news-sites I read, if the ads are relevant. But if it's "Rachel Ray lost 40 lbs using this diet" or "Find out more about acai" or "Quit smoking today with a vaporizer" then I'm pretty much done with that site.
The ad desks need to accept LESS money from advertisers in exchange for ads that are actually relevant. Why can't these companies offer real-time advertising on a per-article basis? That way, Mike Flower Shop can advertise on the poinsettia article, and Subaru can advertise on the article about Saab going under.
It isn't Google who is killing these papers, it is their lack of advertisers who actually matter to the readers. Heck, I have no problem giving away my information when I register (voluntarily) for an account. My age, my sex, my income, my general location -- that way, advertisers can target me at those sites, and maybe I'll even buy.
For what it's worth, I advertise for some of my businesses on Facebook. I pick the keywords, the sex, the age and more, and my ad conversion rate is pretty high (I pay about $4 per new buying customer, on average). It costs me $100 to get a new client through other means (direct mail, even referrals that require me to spend time winning the new customer). Facebook has it right, even if a lot of their ads are shady (I can dislike them, thumbs down). It's time for the deadpulp media to do the same thing, or even turn their advertising over to another venture who will shut down the diet, anti-smoking and cleaner skin spammers.