Websites have very limited options for generating revenue. The three most common are sponsorships (from businesses), ads and membership fees. A third would be selling "stuff" - t-shirts, hats, drinking glasses, etc. Personally, I think that 3rd option is a big mistake. Sure, people will say they'll buy stuff but I bet the majority don't follow through and the casual visitor will not be buying anything.I do believe there is something wrong with the business model if it requires that Scott has to come begging to his Pub members for donations to his business to "keep the lights on." Time for a serious review.
On the ad revenue side, that keeps changing it seems (for the worse for website operators). I'm not sure that more ads are a good solution either. Visit the site without logging in and see what I mean. I may have lost track but I see (16) ads !! Many are repeats too. Registering does eliminate a lot of the ads it looks like (down to just (1) if I'm not mistaken). (16) ads is really a turn-off and might turn people away as they might not realize registering gets rid of most.
I don't think the site has sponsors anymore. I do remember that Scott said the sponsors covered the cost of running the site and Pub member fees paid for the "extras" (Christmas gifts, trips to CES, etc).