Should they give away their print edition and up the rates for advertisers, too?
Web advertising's an entirely different model than print, and it tends not to be as lucrative. Newspapers are seriously struggling, and while I enthusiastically partake of all things digital, I want newspapers to survive, in print and online, I have no problem at all with newspapers charging for online access. The problem is, they should have been doing so all along. It's not easy to change people's thinking on the matter once they've gotten used to free access, but if you want newspapers as we know them to exist in ten years, you'll pony up.
I don't know how it works with the World, but the New York Times, which has recently started charging again, gives free online access to all subscribers to the print edition. That seems perfectly fair to me.