keeping it stiff

this really irks me. why do publishers of perfectly good magazines see fit to slip in little pamphlets and cardboards with ads on them in between the pages? it used to be loose pieces that will drop to the floor annoyingly while you are leafing through the magazine at the newsstand earning you murderous stares from the owner. now the geniuses are binding these irritants along with the legitimate pages. nothing wrong if there are made out of soft papery material but these are industrial-strength cardboards! now i can't get the mag to lie flat on my bed for easy reading because those ads keeps it all stiff. i have to keep the pages apart through dexterous use of all my fingers. curses!