I pay for it already, every time I see another car ad on the site.
You realize that those banner ads you see are being purchased for anywhere from $0.50 to $6 per every 1,000 ads (depending upon placement, campaign size, etc)
So even if you viewed 1,000 banner ads the amount you are "paying" is about 6 bucks at most. Newspaper companies are trading print dollars for digital pennies and it has really hurt their revenue.
People have paid for the newspaper for over 100 years. No one complained. Digital has changed everything. If the content is worth it, people will pay. Look at sites like Rivals or 247. They charge for their content.
Obviously as people have pointed out on this thread, there are several "work arounds" to not pay.
I'll pay Starbucks to read my free paper.