Popups in Print Media 2.0

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Well, we've come full circle. This morning, I took a Journal métro (while exiting the Métro) to discover that an enterprising marketing guy had stuck a popup on my print media.

An ad sticker placed over a front-page article's headline and content.

I'm a fan of print media. I prefer to read Le Monde Diplomatique or Monocle in their print forms (even considering tablets). I also think that traditional media can learn from new media. But, seriously, let popups and popovers die already.