tangor - 5:32 am on Mar 31, 2010 (gmt 0)
In a multi-page article that people actually click through to read, they are not likely to click on any ads until the last page... simply because if they did they won't get the rest of the article. Comes down to reader preference/tolerance. I read news sites and all, with very few exceptions, divide their articles into screen and a bit sections... and tick me off that I have to click "next" to finish. But I do it because I want that info or I bail after reading page one. Most of the time I do that anyway because a correctly written news article gives all the facts/interest in the first few paragraphs and the rest is expansion/commentary. Freely admit I am not the "average" visitor and have not been since 1996. When I want to find out how people use the web I ask my 82 year old mother. She's my tester!