If you are a paying customer, they don't (source: am a subscriber, never seen this). If you don't pay for a subscription, they need to monetize you in some other way- like by showing you more valuable ads.
You can get a very cheap online-only subscription if you have Amazon Prime, strong recommend.
remember how just one election ago building undecided voter profiles and serving them target propaganda helped influence the outcome massively?
people still believe it's just for monetization and advertisement like it's 2005, but tracking people getting information across multiple sources can build an extremely accurate profile to be targeted at an election cycle.
Those undecided voters profiles are worth a lot more per unit than facebooks' to the right group.
Why else would anyone target newspapers for profiling, people don't consume and don't exhibit targetable purchasing behavior on those sites. No, they are interested on what you think, not what they can sell you.