If the primary goal of a site or project is to make money, then clearly advertising is the way to go. If the goal is something else, like providing a community service, then there are reasonable models. I could see bundled microsubscriptions being pretty popular - you set it once and forget it, they get funding to keep doing what they're doing and everyone is happy. Patreon for artists is a good example of this.
I hope the internet starts going in the opposite direction that MMO's have been going, switching towards subscriptions for higher quality content from fremium user maximizers. I'm certainly willing to pay for that - I'm much more likely to trust an organization that doesn't take advertising/"user as the product" money than one that does.