Many people read their newspaper laid flat on the table. However, because of the layout of the newspaper, the articles to be read are now far away from the readers, while the advertisements are now much closer.
Why not switch the placement so that the articles are at the bottom half and closer to the readers, while the ads are at the top half? Since the ads are usually printed with larger fonts, the viewing is not affected at all. At the same time, the readers can read the articles without having to strain their neck....
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Allow me to introduce these people to something called "folding". Besides I think more people read newspapers on public transit.
There's a reason that newspapers and magazines insert advertisments throughout the text rather than lump them altogether in a convenient, separate ad section: so that you have to stumble over them to read them! They know ad will get a LOT more attention if they're scattered through the news than segregated from the text.