I've heard this conversation a lot:
"All these ads are a waste of paper, I don't even look at them."
"Yeah, but that's how the newspaper makes money"
"Yeah but who reads this anyway?"
"Well somebody must read them or else no one would advertise?"
"Well I don't read them, and this is making a mess of the environment and my living room. Hell, I'd even pay to not receive them."
Readers should have the option to tell newspapers: "Really, i don't read the ads. Please don't send them." Theoretically, Advertisers should love this - it's market targeting done for free. Why would advertisers want to pay for readers who are going to ignore them. Yes, maybe the cover of the ad section gets a glance on the way to the trash, but seriously, think about it.