High-value advertising revenue generally comes from very specific brands targeting very specific users.
Of course you can do certain kinds of targeted advertising without user profiles, but I don't see how that would work on Facebook.
Maybe the problem with online ads isn't the targeting or lack thereof but that the well has been poisoned by allowing even the worst possible scum and the users reached their breaking point and learned to ignore them, while the higher quality in real-world advertising is enough to even keep people paying for advertising (in the form of buying magazines)?
Some companies are willing to pay that much more for the prestige of showing up in the "real world", just like some brands might maintain unprofitable flagship stores.
Another reason is "because they have to charge that much". Which means that if fewer companies are willing to pay that much, more classic media outlets go out of business, as they can not lower prices further.
Lastly, you can't accurately measure how inefficient these forms of advertising are, whereas online advertising makes it easy to see whether ads are a net loss or not.
Doesn't that show a problem with online advertising if it's considered so bad that companies are willing to pay huge premiums to show up somewhere else instead?
Facebook has a pretty good idea where I am by looking at the data associated with my connection. I know they have that, but if I don't want them to use that for advertising, they shouldn't.
On top of that, extremely course information can be gathered without tracking users. For example, you can probably get a country level location and maybe even language from the request the browser sends.
However, if you sell, say, artisanal hot sauce, you'd pay more to target an affluent person that likes spicy food, rather than some random person that may be just be googling how to make macaroni and cheese.