People are willing to pay if the prices is right and the convenience is there.
Are they ok whipping their credit card out for a monthly/annual subscription on every site they visit? No way, but that doesn't mean they are unwilling to pay anything.
Micropayments have been proposed for years as an alternative to advertising but it hasn't been practical to enter payment data for every web site, or to make payments less than a dollar when there are credit card fees (and minimums?).
Readability, Pocket/ReaditLater (and Instapaper?) all talked about passing a portion of their own revenues on to the content creators.
The Brave web browser is giving it a shot with Bitcoin, but we'll see how that goes.
The advertising network model is broken and has a steady stream of malvertising on reputable web sites, as well as making the web worse by crowding out content more and more in favor of advertisements.
I'm hoping something better wins, and when it does, I will be ready with my credit card.