Stephen King would have made more money and had fewer headaches online if he had done it this way, rather than trying to sell it to every reader. There would have been no worries about copyright. Someone will always take it and put it online for free, but if you embed the advertising into it, you make your money. I'm a big opponent of micropayments. I think the proponents of it are way off base.
Some people have a problem with putting ads on their work, but it can be done well.
Nobody wants a huge blinking animation right above their comic. Commercials in the middle of their favorite shows, etc. And it's clear to viewers that that's paying for the service. It makes the viewers feel better about the advertiser. That's the approach.