Readers' Attitudes Toward Press Advertising: Are They Ad-Lovers or Ad-Averse?

This article raises the question of whether press readers are ad- lovers or ad-averse. If readers are ad-lovers, a positive circulation spiral should be expected, through mutual reinforcement between circulation and advertising. On the contrary, advertising aversion may eventually lead to a decrease in circulation when newspapers' advertising space increases. The empirical section of the article concludes that attitudes toward press advertising are country specific. The theoretical section develops some implication of advertising aversion hypothesis.