Lockergnome Advertising

I read Linux Lockergnome religiously - because they really do have good and timely content.

But Geez... the advertising is killing it for me. I'm wondering if this is because they need this much advertising to make money off of their content.

Is this the new media that everyone is hyping over? Please, have advertising - but don't stick the ads in the MIDDLE of the content. I feel like I'm getting hit over the head by marketing agents everywhere I turn.