Can't disagree with the business drivers, but since I'm usually in the middle of discussions like this at least once or twice a week, and have gone oout and got real world evidence to verify prejudiced viewpoints ... it does seem to be the case that there is a balance between doing enough advertising to meet business needs, and doing so much that it actually has the reverse effect.
If you have a big banner under every article, it may end up reinforcing the impression that some have that the quality and amount of editorial content is going down (I don't believe it is). None of my business, really, but the Always Be Closing "hard sell" model of advertising tends to be associated with less, er, salubrious parts of the internet....