Wouldn't paid ads put their "not-for-profit" status in jeopardy? Or maybe they don't care anymore? Certainly one of the worst mistakes from a financial standpoint in their history was moving to a voluntary contribution arrangement for their literature. And that was only to avoid having to deal with sales tax.
The "contributing" for a subscription to JW tv is an interesting idea. Of course, I also wouldn't be shocked if they went into a full on tithing situation in a few years.