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With one click, viewers can delete irritating commercials - and a whole emerging model of internet financing self-destructs

The truth about huge, multifaceted reports on digital advance, such as the one Reuters published last week, is that they contain many often-contradictory stories wrapped into one. So Story One was the pell-mell growth of mobile use (and addiction) among people under 35. Goodbye newspapers, books, TV watching … goodbye everything. And Story Two (which keeps the Columbia Journalism Review awake at night) is even more daunting.

Some 47% of American users – and 55% of those aged from 18 to 24 – are using ad-blocking software to wipe away “obtrusive, obnoxious, annoying” ads from their screens. Goodbye interruptions. You download faster and crash less. You get what you, not lurking Mad Men, want. Worse, only 11% in the US actually pay subscriptions for online news. They like to access it free – except that “free” means paid for by advertising, which has vanished without trace.

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