If people can't afford paying, then it follows that they can't afford being advertised at in order to stimulate their consumption beyond what they actually need. If the answer to that is that people are of course in their right to ignore advertisements (as if that is possible), then by extension blocking them outright is morally defensible as well, and we are right back to where we are now.

Either that, or on-line advertising is not nearly as effective as advertisers think it is, and they are just subsidising the whole shebang while the Facebooks and Googles profit.

As for journalism: yes, that is tricky. Personally, I'm subscribed to one national quality newspaper (NRC in the Netherlands) as my main source of news and research journalism, and just today I've set up an annual subscription for €12 with the Guardian, which I visit occasionally as it is one of the few reliable British sources for news on the whole Brexit ordeal.

Ideally, I would pay a monthly flat fee that I can distribute at the end of each month to participating websites I've visited, but such a system would have to be fair to both the consumers and the publishing websites. If it just ends up a system with yet another FAANG-like Silicon Valley middleman that takes a 30% cut I'm not interested.