Trinity Mirror, one of the UK's biggest newspaper groups, is considering banning users who use ad blocking software from its websites, as concerns continue to grow about the future of advertising revenue online.

The Times today quotes one unnamed newspaper executive: "Forget the arrival of the like of Buzzfeed; this is potentially the biggest threat to our industry."

That threat, of course, is Apple and its new iOS9 operating system, which has brought ad blocking software to millions of i-devices across the world.

The unnamed newspaper executive might, however, wish to reflect for a moment about why our readers feel it necessary to use ad blocking software in the first place.

From our readers' perspective, adverts have fitted neatly and unobtrusively around the news stories and pictures on the printed page for decades. Design has become more forceful in recent years (see picture) but there is still no precedent for a display ad going so far as to obscure the important details of a news story.

Yet online it is typical for a slow-loading web page to allow just enough time for a reader to be enticed by a headline or leading paragraph before a screaming and stubborn advert places itself between reader and content. Readers are forced to tolerate unskippable videos or animations while searching desperately for a hidden and suspiciously unresponsive "close" button.

Little wonder these adverts have no value. They are about as innovative as an obnoxious drunk on the train ripping a newspaper out of your hands and angrily trying to sell you a can of Special Brew.

Too much time is spent lamenting the historic mistakes of the newspaper industry at the dawn of the internet. Unnamed newspaper executives might do better to think about the mistakes we are still making.

'Forget Buzzfeed... this is the biggest threat to our industry'