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Newspapers should scale back dependence on advertising, says Publicis boss

Newspapers must decrease their dependence on advertising if they are to survive the digital age.

Maurice Levy, who is chairman and chief executive of one of the world's largest marketing groups Publicis, told Mediaguardian.co.uk that it is "not enough to have a big audience on the internet" and media outlets need to find a balance of free and paid web content.

"The future of analogue media will not be supported by advertising alone. They will have to have profitable access to the internet. It's not enough to have a big audience on the internet," he said.

Levy stressed the paid-free balance, saying it was necessary to keep some content free while restricting other elements behind a paywall.

"It is not and/or but and/and. We need to have advertising and paid content. Some part of the content could be open and others available on subscription or pay per view," he said.

Rupert Murdoch, the chairman and chief executive of News Corporation, will reportedly agree with Levy's comments in a keynote speech at the Abu Dhabi Media Cummit later today.