Newspapers did both. You paid for them and they had a classified section.

On the other hand, they didn't have invasive tracking of modern websites.

Not doing both = money left on the table. Game theory says they will as long as they can, as in the extra $ outweighs the subscriber loss. It’s terrible that the brand damage isn’t weighted more heavily and the calculations seem to be so short-sighted, but that’s where we are I guess.