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Regional newspapers are claiming to offer a route to advertisers seeking to address the problem of ad avoidance.
Just 17 per cent of readers skip over ads in local newspapers, compared with 47 per cent of TV viewers. Some 27 per cent of national newspaper readers skip advertising, according to the Media Context Project commissioned by the Newspaper Society and conducted by GfK NOP.
The study, of more than 5,000 consumers, also revealed that just 14 per cent of people would prefer it if their local newspaper did not contain any advertising, compared with more than half of TV viewers ...