paywalls vs. ?

Jeff Jarvis is contemptuous of Rupert Murdoch's decision to charge for online access to his newspapers and magazines. I think that it's hard to imagine paywalls working, but what should Murdoch do? Oddly, Jarvis makes not one recommendation. If paywalls are so obviously misbegotten, what are the alternatives? Perhaps if there really are any Jarvis would have mentioned them. Maybe building paywalls and trying to keep sites alive via advertising are just two different ways of losing money.