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 advertisi ng. 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 a re country specific. The theoretical section develops some implication of a dvertising aversion hypothesis.