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Reading a comic, magazine, even a collection of short stories or essays is a very different experience than reading a novel. The former have hard breaks between elements of content, when one ends and another begins. Advertising there is not as jarring as it would be even with ads between novel chapters.
What it comes down to, though, is the justification. Why?
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Making money for the author?
In the end, the majority of authors agree with Samuel Johnson: " No one but a blockhead ever wrote, except for money" . Most authors who make a living off writiing want to get paid. There are some around these parts who write for a hobby, and that's great. Go for it. But the writer who feeds himself and his family off his writings is going to look for new sources of revenue, AND THERE IS NOTHING WRONG WITH THAT.