It's important to figure out where it really is coming from to solve the problem. Some tires are noisier than others, based on tread design, rubber quality, etc. If it is the tires, it can be one of several issues:
1 - The tires are "singing" and creating sound that you can hear.
If you open the windows this will usually get louder. When you pass a parked car you can REALLY hear it. If this is the cause, the best thing to do is get new tires.
2 - The tires are causing vibration and resonance in the car body itself. This is harder to solve. New tires might fix it. If you bought the car used, did the previous owner change shocks, bushings, etc. for performance that might be harder/firmer and transmit more road noise through the frame? Was body work done to the car and they removed the Bitumen sound deadening material?
This can sometimes be solved by using Bitumen sound proofing sheets. This stuff is used in almost all cars for the past 15 years, maybe longer. It's basically flexible, adhesive asphalt sheets that are very dense and deaden noise and vibration. You can usually see it under the carpet on your floorboards.
Word of caution - once you apply this stuff, it "sets in" and gets very hard and brittle. If you need to remove it, you will be chipping it out in small pieces.
This place has a pretty reasonable price for it -
http://www.goodspeedmotoring.com/subcat.php?get_category=3&get_subcategory=Sound Proofing Panels