Pop Up Ads in Wired

Paul Kedrosky applauds the current issue of Wired (I agree with his points - this is a good issue and the mag has been quite -er - varied of late). Paul's post reminded me of something I realised while reading Wired: there is a physical analogy to online pop up ads. Wired contains a number of these - dropped in subscription postcards, adverts made of paper or card heavier than the paper of the magazine in general, adverts that contain stuff stuck on to pages, ... The work in exactly the same way as pop ups - they interrupt the natural course of reading. While I appreciate that advertising practically makes the magazine free, for me the form that they take is a significant detractor.