Talking to Media Week as News International’s paywalls for The Times and The Sunday Times sites approach the end of their second month, adland’s most influential figure appeared to fully support the endeavours.

"We think paywalls are essential because we think giving away content for free, particularly if consumers value that content, makes no sense." he said. "Consumers have to pay for content they value."

The man behind the group whose marcoms billings topped £20.3bn in the first six months of 2010, also believes advertisers will not be put off by the restricted potential reach of such gated sites.

He said: "Clients are interested in targeted and focused communications, and marketing messages surrounding those that are going to be more effective. So if targetting is more effective they will buy into it, if it's not they won't."

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