Well you're not forced. You don't actually have to go to their website at all.
They seem to be making the argument that if you want some of their content, you have to accept all of it (ads included). Of course, that's absurd. I can pick up a printed newspaper (if those still exist) and skip right to the comics if I want, and bypass the sports and classifieds entirely if I wish. I can pick up a book or album and only enjoy a single chapter or track. You get the idea.