British newspapers last week got orders from the Ministry of Supply to cut advertising space to 40% for morning and Sunday papers, 45% for evening papers. Reason: a further cut of 10% in already slim newsprint rations (now 15% of prewar). Provincial papers are most heavily affected. Most London dailies had already limited ads to 25% of their precious space. To meet the new newsprint rations, they will cut circulation rather than size.
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