Quote, unquote: how the truth about readership is rarely black and white

"The difficulty with what's "obvious", what anyone can plainly see, is that, in media matters, it's very rarely true."

-- Peter Preston, writing in The Guardian about the several "obvious" beliefs: that if you read a big Saturday paper, you won't need one on Sunday; that if you read a newspaper's website, you won't go and and buy a paper; if circulation declines, so will readership; and young people don't read papers.