I have to admit that I'm much less likely to actually read the news now that those two huge ads are there. I used to just glance at it, and if there was anything interesting I'd scroll down. Now there's nothing visible there to peak my interest before I click through to the forums.
I know how much ad revenue means to EN World, so I probably won't change my bookmarked page, but other people might not see it that way and may decide to change their bookmarks to jump straight to the forums.