How much advertising is too much?

I hate ads. I’ve probably mentioned this already, but in the last few months, I’ve realised just how much I dislike them. I only place them on websites where it is necessary, and that’s unusual.

Anyway, back to the point. I read a publication in a local newspaper today, and it got me wondering - how much advertising is too much? This perticular one was about three quarters ads, on each double spread, you had maybe a quarter of a page of article (which was written like an ad) and then three quarters actual advertisments. Is that too much? I think so.

It seems to be the latest venture of my local paper, a weekly about cars that actually includes no reviews, just ‘this is being released’ type articles. Even the main paper doesn’t carry that much advertising. Peh, after three pages I put it down, disgusted.

I pay good money for the magazines (and occasionally newspapers) that I read, and it’s beyond me as to what justifies making over two thirds of the paper advertising.

So, I ask you. How many ads (% of real space) would a website (or publication) have to carry for you to consider it trash? I think over a third is pretty dire, but for some, I guess needs must. Would appreciate comments on this, I’m interested to see what people think.