URL groups are not being applied to membership plugin

I have setup membership on a 100+ page website. Essentially there are two user types - visitors (who can view all the "front-end" pages), and members, who can view front and members-area pages. When I add positive rules to paying members, it gives them access ONLY to the members area. Likewise, when I add negative rules to the visitors to block them from accessing the members area, they have access to all pages?

Not sure what to do.