If the content is truly unique then there are other ways of monetizing it apart from ads. You can use the freemium model, whereby you provide some free content but ask for payment if the reader wants more detailed content. Lakini it takes a long time to monetize, your focus should be on content first.
I’ve also been thinking of something similar for my domain of speciality…
I personally don’t like ads, so one approach I figure, is initially, give the good stuff for free, because the barrier of entry (for an online magazine) is so low, generate a serious following, then start releasing hard to access content (read highly specialized/customized) content for only paying subscribers (meanwhile, continue releasing free content, you don’t want to alienate those who are popularizing you). Eventually, you’ll get corporates who want to ‘sponsor’ certain posts.
When that happens, hold your end in the bargaining, and don’t modify the actual content to suit their interests, people who follow your stuff at this point can easily smell corporate BS, only adding something like ‘sponsored by xyz’ is sufficient advertising for them, and worth what they’re offering you.