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  5. The real fact of the matter is that nobody reads ads....

The real fact of the matter is that nobody reads ads. People read what interests them, and sometimes it's an ad.

Howard Gossage
Wise, Witty, Real
Howard Luck Gossage, Kim B. Rotzoll, Jarlath Graham, June Barrows Mussey (1986). “Is there any hope for advertising?”, Univ of Illinois Pr
The real fact of the matter is that nobody reads ads. People read what interests them, and sometimes it's an ad.