People were fine buying actual-paper news even though it was filled with advertising.
When cable TV started, several channels (but not all) were ad-free, and you paid a price for the cable bundle.
Those ad-free channels quickly started airing ads because: why not? Also: there used to be a limit on how many ads could air on broadcast TV, but that regulation was lifted. Ads became inescapable.
With the advent of the internet, people suddenly had to pay a provider to get to a web page that also had ads. This mirrored buying the (still available) newspapers. When speeds surpassed early dial-up, they briefly started coming in with sound, too. That was too far.
Already burned by cable-TV’s massive surge in advertising, there was no way you were going to get the average consumer to put up with ads AND pay for an internet provider AND pay extra for content. Now that we’re also getting tracked everywhere by every marketer, it is increasingly hard to ask consumers to pay for content when the real money is selling eyeballs to marketers.
Who to blame? I’m going to blame legislators for reducing the upper tax brackets. In the 40s and 50s, the upper brackets were over 90%. That meant you could get rich, but not extravagantly filthy rich. As a basic philosophy, one could figure it as: someone making a massive excess in funds was probably exploiting something the government was either already providing or was going to have to pay for later, so… let’s just collect that revenue now. Note that during the same period, businesses were only taxed about 30-50% for the higher brackets, so if you owned the company, you might leave funds there, invest in the company itself (a write-off), and take a smaller salary since it would otherwise get eaten by taxes.
Anyway, if you have progressive taxes with extremely high rates on the upper end, then people (and companies) can’t amass the same power. They are less able to bribe and corrupt everything. The government has more funds for roads, schools, and enforcement agents for things like food-safety and port-controls. This does, of course, presume people have some reliable new sources that are reporting which government individuals are crooks and liars, and who has which of them in their back-pockets. Now that we’ve burned that all down, I’m not sure who is willing to give us a readable summary of what bills are being written, shelved, and voted on by whom – but we need that information to get in the hands of an educated populace who will vote for flawed-but-generally-honest people that will act on behalf of their constituents first rather than a handful of rich funders.