Let me expand, a little, actually, since it arguably could be useful.
I don't get value from this site, I get something on a spectrum between entertainment and boredom-relief. Sometimes it's fun (entertaining). Sometimes it's irritating (also kind of entertaining). Sometimes it's just a place to go click around because I don't want to do something else (boredom-relief).
The price is perfectly reasonable, $12 is cheap. I can afford it.
But I'm not willing to pay a nickle for the privilege of wasting time I ought to be spending elsewhere, so $12 is infinitely too high -- for me. Your mileage, as they say, may vary. I see a lot of discussion in the technical forums that is probably very useful, it's just not my cup of tea. I'm probably not a very interesting member of the audience. The advertisers aren't at all interested in me, because I am literally never going to give them one cent.
Going subscription may well produce a more targeted audience to advertise against as well as, of course, funding a higher grade of content (which will in turn bring in those high-value eyeballs). I certainly don't know.
But, anyways. Good luck, and I'll be hanging about until the doors slam shut.