New York Times - now with TV commercials

Seems the online version of the new york times will soon start running commercials amoungst their news stories. See their sales pitch here.
Do you think this is a good thing? Or bad idea?
Do you think this will work?

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about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.