Re: Paradox. Everyone hates ads. Everyone wants stuff for "free".
At a very rough guess El Reg might be making £20 a year from me. Now I could pay that as a subscription but I probably wouldn't. The Guardian makes considerably less but I am considering a subscription there too even though it's more expensive than advertising for the amount I use their site.
Now it strikes me that if there were a central fund - maybe a subscription or akin to a TV licence - that publishers could tap into based on page impressions we could get around reader apathy. Now there'd be much arguing over the equivalent to a CPM (El Reg will demand a higher fee per impression than the Daily Mail) but it could work.
The train companies already do something similar - you buy a London to Birmingham ticket and Virgin get 70%, London Midland 20% and Chiltern 10% or whatever the split is.
It would need tracking to work, but that tracking wouldn't necessarily be used for anything else and avoiding it would almost certainly be considered fraud.