Why pay for inserts?

This publisher has recently upped the cover price by 10% for a paper which already carries a large amount of embedded advertising content, but yet has the urge to sell additional advertising in the form of inserts to advertisers.

Inserts are often normal in free weekly suburban papers which fits their role as a free print source of local news and information, but unprincipled and out of place in a paper which is for purchase.

Why should I pay in order to receive this additional advertising? The same argument can be made about any medium which makes a charge for audiences to use.

For me it results in total denial of client offers; I instantly reject any idea of purchase because I associate those advertisers' branding with annoyance, mass exploitation, and sneakiness, thus I will never trade with them.

Modern print media has updated the old Aesop's tale of the boy who cried wolf; they don't understand that readers grow tired and distrustful of advertising excess. So why pay for what you don't want and increase that excess?