the way I see it there are two routes.

1. A blogging platform like Medium. Only paying accounts are eligible for payouts, and thus most paying accounts make almost nothing. Very few make a lot. very few.

2. A layer 2 is built that focused on distributing ad revenue. On this one more people would make something, but it would be very little.

I think they would both work, but I doubt people would be too excited for them.