I agree. Ads don't do you any good if there are no subscribers to view them. If you have a respected maganize that is the "authority" on what is good and what isn't you'll get a strong subscriber base, then advertisers will want to access that base regardless of what you've said about them. In fact, they may run more ads to try and counter-balance a bad review if they know a lot of people are going to be reading it.