Ads cover the newspaper masthead

The Subaru ad stuck on the front page of The Age newspaper yesterday damaged the product in my view.  One some copies, the work Age was almost covered.  On other copies the ad covered promotion of the coverage of the World Cup in the newspaper.

Why a newspaper publisher would be happy to be paid to cover up their brand or editorial content on the front page is beyond me.  But what do I know?

With the challenges newspapers face today it does not make sense that a publisher would be happy to disprespect their brand in this way.