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Marketers are expecting print advertising to make a return as print sales in some of the UK’s most circulated newspapers have picked up: 15% for The Times in June compared to daily, and 3.6% MoM for The Guardian's June 2015 sales, with coverage of events such as Brexit cited as helping the trend. After year-on-year declines in revenue from print ads, the rate of decline is expected to half to 5.9% in 2016 and to slow to 3.4% in 2017. Over 40% of print ads are viewed for longer than a second, compared to the average 9% of digital ads that are viewed for longer than that, and The Guardian's Director of Publishing Richard Furness suggests that core audiences are looking for a "long-term escape away from the never-ending madness of digital and 140 characters," which bodes well for print ads.