Should we be trying to support advertising?

There's a bit of a problem with "new media". People aren't willing to pay for it. We may have micropayments on the way, but for now the support is largely advertising. But advertising may not be as lucrative as people think. As web-consumers become smarter and internet search (as well as other internet navigation) becomes more effective, click-through rates plummet to nothing.

The bigger problem will come when companies realize that much of advertising is a waste of money. A recent study found by comparing US and Canadian drug use (where drug advertising illegal) that drug advertising was short-lived and "modest".[1] Media producers, particularly independent ones, will find it more difficult to spend time doing what they're doing.

When I find a good blog, I purposefully click on Google ads to show a little support.