In return for a subscriptionless paper, advertising was shown on websites rather than in black ink and tens of colorful inserts and pamphlets.

We did a module at college all about how the web was built. I had the pop-up adverts of the time described as being like roadside billboards. The modern equivalent is of course the incessent videos.

What internet advertisers seemed to forget was that in print adverts are also static and non-obtrusive. If a user is reading a website they don't want to watch a video commercial!