Remember when google first launched and it was so great as it was just some text adverts rather than things like punch the monkey.

I remember when google first launched and didn't have ads because the founders wrote a whitepaper about how ads would inevitably ruin google

Advertisers have wanted moving ads since the dawn of the internet, and I'd be shocked if they weren't always willing to pay more to get them. But the big selling point of Google, and one of the drivers that got them to where they are today, is they looked at that money and said "no, it isn't worth it, this will compromise the user experience". Then they went with text ads on Google search.

Over the years I assume they've changed that decision along with the general cultural rot that comes to large companies, but there is a clear precedent. Publishers didn't have to take money to make their own product worse. They could have made their product good and tried to make money that way.

Although realistically these media companies are probably going to go out of business with the current model whatever they try. The internet has made a mockery of their credibility; the future seems to be podcasters with dedicated audiences going it alone or blogs - the costs are lower and the quality is generally higher.